by Joan Chaykin
A popular ’80s band who titled their second album High and Dry is going for something decidedly different with its latest promo.
Def Leppard, the U.K.-based, heavy-metal band whose hits include Love Bites and Pour Some Sugar on Me, have rocked onto a new stage by teaming up with Seattle-based Elysian Brewing to create a custom ale, Def Leppard Pale.
According to Elysian, the beer was “brewed to fuse the infamous malt bodies of British ales with the mysteria of Pacific Northwest hops.” The beer is being sold on the band’s co-headlining tour with Journey this summer.
The 16-ounce can design of Def Leppard Pale is a tribute to the band’s best-selling platinum album Hysteria that sold over 25 million copies worldwide, and is co-branded with both the band’s and brewer’s names.
The band and the brewery teamed up in a YouTube promo video to detail how beer and rock go “hand-in-hand.”
In a Drinks Business article, Elysian’s co-founder Joe Bisacca stated: “We had the idea that the beer should celebrate something of the band and something of us. The best of British beer is the malt body and that beautiful malt balance. And the best thing about American beer is the citrus, piney hops. So we’ve taken those two aspects, put them together and come up with a beer you can actually drink a few of – 6% abv you can drink all night long.”