Posted: 25th October 2021
SHEPHERD NEAME AND DRAKE & MORGAN UNVEIL LIMITED EDITION BEER TO CELEBRATE RETURN OF LORD MAYOR’S SHOW
Britain’s oldest brewer Shepherd Neame has teamed up with bar and restaurant group Drake & Morgan on a new limited edition beer to celebrate the return of the Lord Mayor’s Show next month.
Procession Lager (4.8% ABV) – named in honour of the spectacular parade led by the Lord Mayor - will be available in 330ml bottles at selected Shepherd Neame and Drake & Morgan London sites from the start of November.
Crafted by Shepherd Neame’s expert team of master brewers, Procession is a contemporary lager, pale gold in colour with a zesty citrus aroma and crisp, refreshing taste.
Its eye-catching bottle design captures the essence of the Lord Mayor’s Show, which successfully combines more than 800 years of tradition with a completely 21st century festival spirit. The quirky logo incorporates the iconic 250-year-old golden carriage that leads the parade, while also remaining contemporary with a whimsical depiction of the Lord Mayor as a golden lion.
Organised by the City of London Corporation, the Lord Mayor’s Show combines carnival and state ceremony with military parade in a unique, vibrant spectacle that typically attracts half a million onlookers. After cancellation last year due to the pandemic, the landmark event is returning in style on Saturday, November 13.
The procession will set off from Mansion House via St Paul’s in the morning, returning through Embankment and Victoria Street in the early afternoon. The route takes in four Shepherd Neame pubs (Samuel Pepys; Cock & Woolpack; Princess of Prussia; and White Swan) – which will be decorated with Procession Lager bunting and flags to mark the occasion. It also takes in seven Drake & Morgan venues, which will be unveiling a selection of bespoke beer-based cocktails – known as ‘beertails’ – using the new Procession Lager, offering guests a twist on five classic cocktail recipes.
Shepherd Neame is also partnering with The London Pub Explorer, aka Alistair Von Lion, on a special competition to celebrate the launch. The London Pub Explorer, who has attracted a huge following on social media through his unique posts about the capital’s pubs and history, will be providing an exclusive guided tour on the day of the Lord Mayor’s Show to five lucky competition winners, followed by lunch at a Shepherd Neame pub. Details of how to enter can be found on Shepherd Neame’s social channels.
Shepherd Neame Director of Marketing and Communications Joanna Richardson said: “We are delighted that after the challenges of the past 18 months, the Lord Mayor’s Show will be returning once again to continue the work to revitalise the City of London and attract people back to the capital. We hope that this innovative collaboration with Drake & Morgan will encourage people to join us in celebrating this special occasion with a very special beer.”
Jillian MacLean, Founder and CEO of Drake & Morgan said: “It’s a privilege to have partnered with Britain’s oldest brewer, Shepherd Neame, to celebrate 800 years of the Lord Mayor’s Show. I’d also to thank our current and future Lord Mayor William Russell and Vincent Keaveny for their continuous support throughout the pandemic. We’re looking forward to serving the limited-edition Procession Lager at seven of our city-based venues for spectators to enjoy as they follow the procession, alongside exclusive beer cocktails created by our expert team. It’s fantastic to be a part of this landmark parade, welcoming both locals and those from further afield to celebrate our City, together!”
Procession Lager, which is suitable for vegans, will also be exclusively available to purchase online from Shepherd Neame at shop.shepherdneame.co.uk.
For more information about the Lord Mayor’s Show, visit: lordmayorsshow.london