UK's live music scene showcased on new series of collector's edition beer bottles
Author: Communications Team
Date: 07 06 2022 12:00
- Rock and roll photographer Dean Chalkley teams up with Grolsch to create limited edition bottles in support of Music Venue Trust
- Iconic bottles given a live music makeover following their NME Awards sponsorship
- Chalkley announces new competition to find Britain’s next top music photographer
Rock and roll photographer Dean Chalkley, famed for his work shooting some of the world’s biggest music icons, has brought the world of live music to a series of collector’s edition beer bottles documenting the UK’s mosh pits, concerts, festival crowds and gigs. The new bottles have been created both in celebration and support of the industry, with a lump sum being donated to the Music Venue Trust charity as part of the initiative.
The renowned celebrity photographer has partnered with premium pilsner Grolsch to mark the start of a summer of live music as festivals sell out and fans flock back to gigs. Renowned for his iconic portraits of musical heroes from Amy Winehouse to Oasis, Chalkley is searching to find Britain’s next top music photographer, judging a new competition giving aspiring snappers the chance to be featured on the next set of bottles.
Grolsch has a deep heritage in the worlds of music and art and announced the new initiative was just the start of a longer-term campaign to support the live music industry, which has been deeply impacted by the last two years. As part of the initiative, Grolsch will be making a donation to Music Venue Trust, a charity dedicated to protecting, securing and improving the UK’s live music network.
Having made his name photographing some of the most famous names in music Chalkley is now turning his camera towards the fans, choosing a series of iconic images that bring to life the energy and feel of the crowd experience at gigs, festivals and concerts. A limited edition run of 100 bottles are now available online at BeerPronto.co.uk, to be released throughout the month. Every bottle doubles as a piece of unique art, each labelled with a unique number.
As part of its ongoing support for live music, Grolsch has announced a competition to give aspiring music photographers the chance to have their photography featured on a new set of Grolsch bottles. Snappers over 18 are encouraged to submit their own photographs taken at music events – whether an open mic night at a pub, a summer festival or an open-air concert – by posting them on Instagram with the tag #GrolschLiveMoments. Chalkley will be joining a panel to judge the entries, with the winner announced next month – and the first 500 entrants will win a case of beer.
Celebrity photographer Dean Chalkley said: “It’s great to be part of this exciting new Grolsch campaign that celebrates the live gig experience from the crowd's perspective, and gives back to the live music industry through the Music Venue Trust.
After everything it’s been through over the last couple of years I’ve chosen four images for the Grolsch bottles that reflect the magical energy you can only get at a live gig. I can’t wait for people to see them!”
As part of its ongoing celebration of live music this year, Grolsch sponsored the Best Live Music Award at March’s BandLab NME Awards in which Rina Sawayama won over nominees including WizKid, Megan Thee Stallion and Yungblud.
Grolsch has a 400-year heritage having been founded in a small village in the Netherlands in 1615. The iconic swing-top bottle was introduced in the late 19th century, even making it to fashion trend status in the eighties when boyband Bros inspired people to attach the tops to their shoes.
Grolsch is available now in pubs across the UK and retailers including Tesco, Sainsbury’s and Waitrose.
The limited-edition Dean Chalkley x Grolsch bottles are available now at BeerPronto.co.uk.
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Notes to Editors
For any enquiries, please contact grolsch@theacademypr.com or call Kate Bailey on 07896 055 088.
About Grolsch
Grolsch is available in 60+ countries, with sales of over 350m euros. The Netherlands is the brand’s homeland but beyond this: Canada, Argentina, Russia, Germany, Poland, Romania, Chile, France, Spain, South Africa, South Korea, Taiwan – and the UK – are key markets.
About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International Ltd and is responsible for sales, marketing and customer operations across the UK and Ireland. Asahi UK aims to enrich consumer experiences through innovation, high- quality service and an exceptional portfolio of premium beer, ale and cider brands including, Asahi Super Dry, Peroni Nastro Azzurro, Grolsch Pilsner, Meantime, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development. For further information, visit www.asahibeer.co.uk
About Music Venue Trust
Music Venue Trust is a registered charity, created in January 2014 to protect, secure and improve the UK live music network by securing the long-term future of iconic grassroots music venues such as Hull Adelphi, Exeter Cavern, Southampton Joiners, The 100 Club, Band on the Wall, Tunbridge Wells Forum etc. These venues have played a crucial role in the development of British music over the last 40 years, nurturing local talent, providing a platform for artists to build their careers and develop their music and their performance skills.
We work to gain recognition of the essential role these venues fulfil, not only for artist development but also for the cultural and music industries, the economy and local
communities. We aim to preserve and improve venues, making them more efficient and improving the experience for performers and audiences. Long-term we plan to acquire the freeholds of as many of these vital venues as possible.
Music Venue Trust is a Charity registered with the Charity Commission of England and
Wales, registration no: 1159846.