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(Courtesy Camden Town Brewery)
Which brings us to the more pressing question, “What the hell is Marmite and why is everybody freaking out about this new Marmite Beer?”
Here’s the deal…
Maybe you have to be British to understand Marmite, and the salty spread is even polarizing over there.
People either love it or hate it. But those that love it (they spread it on their toast among other things) can’t live without it. And it’s so divisive that Unilever, the Dutch food conglomerate that now produces Marmite, has built several marketing campaigns around the slogan: “Love it or hate it.”
According to The Guardian Marmite has a very distinctive flavor… “The taste is so unique as to defy description, but think of a yeasty, salty, soy sauce-flavor with the consistency of old engine oil.”
Yum!
And now Camden Town Brewery is releasing a Marmite beer which may not be such a stretch after all.
Turns out brewer’s yeast, a by-product generated when beer is brewed, is a key ingredient in Marmite. So why not a Marmite beer…right?
“It made sense to not skimp on that delicious Marmite-y taste we all know and love and actually pack Marmite into our new ale, bringing that yeasty journey full circle,” said Ashleigh Amos, head of brand experience and partnerships at Camden Town Brewery…
And Camden Town Brewery came up with the right name for this sure to be polarizing brew. They call it Love/Hate Marmite Ale.
The beer combines pilsner, Munich, smoked Rauch malt and Perle hops found in Camden’s popular Hells Lager before adding Marmite as a final flourish. And the result, according to the brewery, is a “smoky, Marmite-infused ale that we know you won’t be able to resist giving a taste”.
“As lovers ourselves, joining forces with Marmite is an amazing opportunity to really show off our brewing credentials,” Amos added. We couldn’t be more excited to bring all the lovers out there this brand new beer.”
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