The story behind the Phlegm x True North collaboration
When artist Phlegm announced his next exhibition would be held right here in Sheffield, we were keen to get involved.
Kane Yeardley, True North Brew Co Managing Director, said "We wanted to be able to support Phlegm as an artist who has contributed so much to the Sheffield art scene and support Visit Sheffield with their endeavor, and felt this was the ideal opportunity. This entire collaboration and exhibition is excellent for Sheffield to continue to show people what we're made of."
So, what better way to get involved than doing what we do best? Producing a quality beer which people could enjoy when visiting Phlegm's latest exhibition 'Mausoleum of the Giants'. As one of the most admired street artists in the world with an appreciation for urban settings, Phlegm has become Sheffield's adopted son and was keen to get involved with the collaboration. With Phlegm on board the process began...
Our head brewer Dean met with Phlegm to discuss his favourite beer and Giants stout was born. A deliciously dark limited edition 6% stout with hints of caramel and black coffee. We even provided it as the official drink for the 'Mausoleum of the Giants' for pre-launch event for friends and family to get an exclusive taste!
The exhibition opened on 15th March and since has had a fantastic reception from attendees with Sophie, a key member of the exhibition production team saying, 'The response so far has been just incredible. People from all over the country coming through to experience the magic and madness. Every single person has said it's well worth the wait. Phlegm is totally overwhelmed by the attention it's attracted and the positive feedback, his hard work has certainly paid off. Sheffield has this huge surge of creativity, so it's lovely to have so many people talking about the city in this way. We've also had a lot of people asking about Giant and it's collectible beer mats too, so I give them a friendly nudge in the direction of the local beer trail!'
Giants stout is a limited edition and is available in the following True North whilst stocks last:
- The York
Plus, you can bid to win a set of signed and illustrated set of Phlegm x True North beer mats with all the proceeds going to Sheffield Lord Mayor’s charity. You can place your bid here!
Mausoleum of the Giants is open until 6th April, at Eye Witness Works, Milton Street, S3 7WJ. The exhibition is growing ever popular so expect wait times of over an hour, although weekdays can be quieter.
Find out more about the immersive installation and take an interactive art trail round his artwork adorning Sheffield’s streets here.
Follow the hashtag #phlegmgiants to keep up-to-date.