Seven Bro7hers cereal beer returns with two new varieties

The team behind Salford-based brewery Seven Bro7hers have collaborated once again with Kellogg’s to create two new beers made from discarded cereal.

The new products are a follow up to last year’s successful ‘Throwaway IPA’ which used rejected cornflakes instead of wheat grain.

Keith McAvoy, one of the seven brothers who started the brewery told BBC Radio Manchester this morning that the idea first came about after they created the ‘Cornshake’ beer with BrewDog Manchester.

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He spoke about how when they first received a call from Kellogg’s they thought they were in trouble with the cereal company, but it was in fact the opposite.

The breakfast giant suggested they work together to create a cornflake IPA using cereal that would otherwise go to waste.

Not only did the IPA tackle food waste internally, 10p from every can was donated to food distribution charity FareShare.

Where to find our @KelloggsUK upcycled cereal #craftbeers today! 🍺@SevenBroAncoats , webshop https://t.co/B3R5QYORtd @BoothsCountry @TheDockyardMCUK @themontontap @WDSGroupLtd @TheGasworksFS @AncoatsGS @beerkeepersuk @BEERSToRK @EeBriaUK @TheNookBX @Bar_Num6er @PortlandWineCo pic.twitter.com/UQEBDTQVuf

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The IPA was initally only available at selected Seven Bro7hers stockists, including their beerhouse located in Ancoats.

The two new beers being produced are the ‘Sling It Out Stout’ and the ‘Cast Off Pale Ale’, which will be made using coco pops and rice crispies respectively.

All three beers are to be rolled out to pubs and bars up and down the country.