Sgt. Pepper Artist Designs Beer Label

Unless you’ve been living under a rock for the last forty years you undoubtedly know the iconic image of the album cover to the Beatles’ seminal work, Sgt. Pepper’s Lonely Heart’s Club Band. There have been countless homages and parodies of the cover, from Frank Zappa to the Celebrator Beer News, who used it initially for their tenth anniversary. Their version, of course, features well know figures from the brewing industry, both past and present.

The original and the Celebrator’s beer world view.

Well, it seems there’s more of a connection to beer than first thought, as the artist who designed the Sgt. Pepper cover Peter Blake, has designed the label artwork for a new beer, which has been named the official beer of Liverpool, European Capital of Culture 2008. Better known simply as Liverpool 08, it’s a yearlong cultural event with something like 350 events taking place in Liverpool. There will be “more than 50 international festivals in art, architecture, ballet, comedy, cinema, food, literature, music, opera, science and theatre.” One billion people from more than 60 countries, across five continents, are expected to visit and/or participate.

The beer itself is brewed by Cains, a Liverpudlian brewery that’s been brewing since 1870. Cains is using their award-winning Cain’s Finest Lager, which won awards at the 2005 CAMRA festival in Liverpool and “Best English Beer” at the 2005 CAMRA Scotland Beer Festival.

From the website:

Cains have created a lager of distinction using the finest barley malt and hops. Because Cains Lager comes from an extensive maturation period, it delivers a distinctive, refreshing taste for the discerning drinker. Smooth and full flavoured with a lovely amber hue, we believe it’s truly worth the wait’.

About 250,000 bottles will be produced, and it will also be available at the Tate Britain and the Tate Modern galleries in addition to the usual supermarkets and other outlets. They’ll keep using the label all year, but will discontinue it December 31.

The BBC reported on it’s origin today as follows:

Sir Peter [Blake] said: “Cains wanted a bottle that would encapsulate the ‘Best of British’ activity and provide a fitting tribute to Liverpool during its Capital of Culture year.
“To me, the Union Jack seemed like the perfect choice – it’s an enduring symbol of national pride and one of the few things that is instantly recognisable as being British.”

Cains chief executive Sudarghara Dusanj said: “Sir Peter Blake is one of country’s best loved artists and, through his work with the Beatles, has built a strong affiliation with Liverpool so we couldn’t think of anyone better.
“The final design is truly striking.”

No doubt the bottle will be highly sought after by breweriana collectors.