Procession Lager (4.8% ABV) – named in honour of the spectacular parade led by the Lord Mayor – will be available in 330ml bottles at selected Shepherd Neame and Drake & Morgan London sites from the start of November.
Crafted by Shepherd Neame’s expert team of master brewers, Procession is a contemporary lager, pale gold in colour with a zesty citrus aroma and crisp, refreshing taste.
Its eye-catching bottle design captures the essence of the Lord Mayor’s Show, which successfully combines more than 800 years of tradition with a completely 21st century festival spirit. The quirky logo incorporates the iconic 250-year-old golden carriage that leads the parade, while also remaining contemporary with a whimsical depiction of the Lord Mayor as a golden lion.
Organised by the City of London Corporation, the Lord Mayor’s Show combines carnival and state ceremony with military parade in a unique, vibrant spectacle that typically attracts half a million onlookers. After cancellation last year due to the pandemic, the landmark event is returning in style on Saturday, November 13.
The procession will set off from Mansion House via St Paul’s in the morning, returning through Embankment and Victoria Street in the early afternoon. The route takes in four Shepherd Neame pubs (Samuel Pepys; Cock & Woolpack; Princess of Prussia; and White Swan) – which will be decorated with Procession Lager bunting and flags to mark the occasion. It also takes in seven Drake & Morgan venues, which will be unveiling a selection of bespoke beer-based cocktails – known as ‘beertails’ – using the new Procession Lager, offering guests a twist on five classic cocktail recipes.
Shepherd Neame is also partnering with The London Pub Explorer, aka Alistair Von Lion, on a special competition to celebrate the launch. The London Pub Explorer, who has attracted a huge following on social media through his unique posts about the capital’s pubs and history, will be providing an exclusive guided tour on the day of the Lord Mayor’s Show to five lucky competition winners, followed by lunch at a Shepherd Neame pub. Details of how to enter can be found on Shepherd Neame’s social channels.
Shepherd Neame Director of Marketing and Communications Joanna Richardson said: “We are delighted that after the challenges of the past 18 months, the Lord Mayor’s Show will be returning once again to continue the work to revitalise the City of London and attract people back to the capital. We hope that this innovative collaboration with Drake & Morgan will encourage people to join us in celebrating this special occasion with a very special beer.”
Jillian MacLean, Founder and CEO of Drake & Morgan said: “It’s a privilege to have partnered with Britain’s oldest brewer, Shepherd Neame, to celebrate 800 years of the Lord Mayor’s Show. I’d also to thank our current and future Lord Mayors William Russell and Vincent Keaveny for their continuous support throughout the pandemic. We’re looking forward to serving the limited-edition Procession Lager at seven of our city-based venues for spectators to enjoy as they follow the procession, alongside exclusive beer cocktails created by our expert team. It’s fantastic to be a part of this landmark parade, welcoming both locals and those from further afield to celebrate our City, together!”
Procession Lager, which is suitable for vegans, will also be exclusively available to purchase online from Shepherd Neame at shop.shepherdneame.co.uk.
For more information about the Lord Mayor’s Show, visit: lordmayorsshow.london.
Notes to Editors
Procession Lager will be available from selected Shepherd Neame pubs in London, including: Samuel Pepys; Cock & Woolpack; Princess of Prussia; White Swan; Old Doctor Butler’s Head, East India Arms and Eleanor Arms.
About Shepherd Neame
Britain’s oldest brewer Shepherd Neame has been based in the market town of Faversham, Kent for over 300 years. Perhaps best known for great British classic ales such as Spitfire, which carries the Royal Warrant, its diverse portfolio includes Five Grain Lager, the Bear Island Collection and the Whitstable Bay Collection. It also brews international lagers under licence including Samuel Adams Boston Lager, and is the sole UK distributor for premium Thai lager Singha. The independent family business boasts an award-winning visitor centre and more than 300 pubs and hotels throughout London and the South East, from the historic heart of the City to the Kent coastline.
About Drake & Morgan
Drake & Morgan was founded in 2008 and comprises of 18 lively bars and restaurants across London and Manchester including; The Folly, The Parlour, Drake & Morgan at Kings Cross, The Refinery Bankside, The Sipping Room and The Anthologist. Each bar offers individually designed, unique spaces where guests can enjoy thoughtful, inspired menus and innovative, crafted cocktails in the most welcoming environment – an escape from the everyday.
About The City of London Corporation
The City of London Corporation is the governing body of the Square Mile dedicated to a vibrant and thriving City, supporting a diverse and sustainable London within a globally-successful UK. www.cityoflondon.gov.uk
Press release from Shepherd Neame