Keith McAvoy launches Eureka! beer number 5 in the #7Series

Salford Brewery SEVEN BRO7HERS BREWING CO is launching a limited-edition ‘Kveik’ style IPA inspired by Oslo as part of its SEVENTH birthday celebrations.

Joining Luke McAvoy’s newly released ‘Sticky Toffee pudding and Custard’ pale ale; brother number two Keith is challenging with his own #7Series craft tipple – ‘Eureka’.

The 2021 anniversary series will see each of the seven brothers launch their own unique beer to mark the celebration. Each beer will explore the interests, personalities, and quirks of the seven McAvoy brothers as they toast the special birthday.

Collaborating with the brewing team, CEO Keith McAvoy has crafted a Norwegian-inspired beer which is designed to take SEVEN BRO7HERS fans back to the very beginning.

Ten years ago, Keith was living in Oslo when he had a ‘Eureka’ moment and decided he wanted to start a brewery of his own with his brothers. Inspired by the incredible beers the Norwegian city had to offer, Keith wanted to bring Oslo’s brewery-house model home to Salford.

The fifth beer in the Seven Series, Eureka is a ‘Kveik’ style IPA. It is made using kviek a Norwegian yeast which has been used to make beers since the 1600s. Kveik yeast gives off tropical flavours, so the brewing team have balanced the beer with Zythos ‘pineapple’ hops and citra to give it a little oomph!

Speaking about his beer, CEO, Keith McAvoy, said: “Living in Oslo I was blown away by just how great the beer was, I loved the culture and the accessibility to delicious, quality craft beers. It really was a ‘eureka’ moment for me, the first inspiration behind SEVEN BRO7HERS.”

This 7% ABV IPA is available in a 440ml can from the SEVEN BRO7HERS web shop for £5 from Tuesday (31/08).

He added: “I felt it was important to reflect a small part of our journey with my #7Series beer. This range has been such a celebration of each and everyone one of us, our bond as brothers and the hard work that has gone into the last seven years.

“I am enormously proud to say happy 7th birthday to our business, see it growing and expanding despite a challenging 18months. As we go from strength to strength it seems only right to nod to where it all started.”

Eureka joins the collectable #7Series; beer lovers can also head to the webshop and enjoy Kit McAvoy’s ‘Peanut Butter on a Jaffa Cake’ Stout, Nathan’s red IPA ‘Depth Charge’ and Dan’s blackberry and nettle wheat beer ‘Humble Pie.’

To make the celebration series extra special, the brewery has also collaborated with local artist Alexandra Francis to design the artwork for the cans – visually telling the story of each brother and their beer.

For each beer within the 7 Series, 7% of the profits will go to a charity that is personal to each brother, Keith’s chosen charity is HideOut Youth Zone. HideOut is a safe and inspiring place for thousands of young people aged eight to 19-years-old to seek support in developing skills and getting into employment.

SEVEN BRO7HERS BREWING CO was founded in 2014 by McAvoy brothers, Guy, Keith, Luke, Daniel, Nathan, Kit, and Greg, inspired by their dad’s home-brewing in their cellar at home.

In 2016 the brothers opened their first beer house in Ancoats, Manchester. They now have a newly refurbished, onsite taproom at the brewery in Salford and a beer house at Middlewood Locks, Manchester. In May they opened their doors to a brand-new beer house in the heart of MediaCityUK.