News & Media


3rd September 2014

Dead Crow, SHS Drinks’ pioneering spirit-flavoured beer brand, has been named as the official and exclusive beer sponsor at next year’s NME Awards with Austin, Texas as part of a nine-month partnership deal. The Awards campaign is expected to reach over 10 million consumers globally.

NME Dead Crow basement session logo ev


The partnership – which climaxes with the bourbon-flavoured and rum-flavoured Dead Crow beers having a high-profile presence at the NME Awards ceremony at London’s O2 Academy Brixton in 2015 will also encompass a host of other exciting opportunities leading up to one of the biggest and most prestigious events in the music industry’s calendar.


The Dead Crow NME partnership support package will feature a combination of digital, print, sampling and promotional activity which kicks off with Dead Crow branding being featured in the six-month series of NME Basement Sessions which will be filmed and posted on and NME’s YouTube channel, as well as being publicised in the print and digital versions of the weekly NME magazine between August 2014 and January 2015. Dead Crow is also giving consumers the opportunity to win five pairs of tickets to attend the iconic NME Awards ceremony via a competition which will be featured in an on-pack promotion rolling out this autumn.


Mark Hopper, Head of Innovation and Development at SHS Drinks, says:  “The partnership with NME provides us with a fantastic opportunity to accelerate awareness and trial of Dead Crow and establish strong credibility for the brand amongst 18 to 25-year-old consumers.


“Now that we have established good levels of distribution, the scope of the NME activity enables Dead Crow to reach music-savvy consumers via a wide variety of key touch-points – online, on their mobile phones, in print, in venues, and on-pack. This partnership will help spread the word, open up further opportunities to sample Dead Crow, and reinforces the brand’s association with the lifestyle of these consumers, who will also be given the chance to win the ultimate prize of much coveted tickets to the star-studded NME Awards ceremony.”


Matthew Chalkley, Brand Manager NME,adds: “We’re really pleased to be working with Dead Crow as the official beer for the 2015 NME Awards with Austin, Texas. It’s a new, different, exciting beer and will go down a treat at the awards with our new, different and exciting artists! Dead Crow will also be served at the NME basement sessions which are a great way for fans to see new and established artists in a ridiculously intimate environment.”


Following the launch of Dead Crow in January 2013, SHS Drinks embarked on Phase 2 of the development of its spirit-flavoured beer range in April this year when it announced its plans to unite its two bourbon- and rum-flavoured variants under the Dead Crow brand name. The two lines have generated £1.3 million-worth of sales since launch,1 and have made a significant contribution to the development of the ‘speers’ sub-category which has grown by 78% over the past 12 months and now generates sales in excess of £140 million a year across the on-trade and take home markets.1

– ends –


1 Nielsen Scantrack: GB Total coverage PPL brands value £m MAT data to 21.06.14

CGA: GB On trade PPL brands value £m MAT data to 17.05.14