Black Sheep marketing director, Jo Theakston, with Holy Grail at the Playhouse Theatre
A Yorkshire beer inspired by Monty Python’s classic Holy Grail film has become a West End smash after fans of the cult TV comedy troupe drank the bar dry at performances of the hit show Spamalot.
Famed to be found at the end of epic quests by King Arthur and his knights, and even author Dan Brown’s intrepid hero Robert Langdon, the Holy Grail has always been a much-sought after prize.
However, Black Sheep Brewery bosses and management at the Playhouse Theatre were taken aback by the popularity of the Yorkshire brew, which was put on sale especially for Spamalot’s residency at the venue.
In the first two weeks alone, Python fans wiped out the theatre’s supply of the bottled beer, which is produced by Black Sheep in Masham. Now, Brewery bosses have had to rush emergency shipments to the theatre, in London’s Northumberland Street, to keep the bar stocked. Spamalot runs at the Playhouse Theatre until April.
Paul Theakston, chairman of the Black Sheep Brewery, said: “For Holy Grail to have been so enthusiastically embraced by the Spamalot audience is wonderful. Spamalot and Holy Grail are a perfect combination for comedy and beer fans and we are looking forward to keeping supplies coming throughout the show’s residency at the Playhouse Theatre.
“Hopefully, our Holy Grail will prove easier to get during the run, as we work with the theatre’s management to keep them fully stocked with this Black Sheep favourite.”
Dean Stewart, manager at the theatre, said: “Bottles of Black Sheep Holy Grail have been flying from the bar! We decided to stock the iconic beer because of its links with Monty Python and it seems theatre goers have really embraced it. Thanks to the extra deliveries we are now fully stocked, ensuring customers can enjoy a bottle during future performances of Spamalot.”
This blog post is not by Wobbly Wallet but originally appeared on Beer Today: http://beertoday.co.uk/?p=12110