In pictures: Corona, Stella Artois and Budweiser pop up at The Beer Bakery


AB InBev opened the doors to The Beer Bakery in London last night (26 October), a pop-up that serves bread varieties inspired by its range of beer brands.

The bakery serves a total of six bread varieties, and each creation shares ingredients with a particular AB InBev beer brand, including Corona, Stella Artois, Budweiser, Becks Vier, Leffe and Hoegaarden.

Bringing together the traditional British pub and the artisan bakery, the rustic east London pop-up showcases the bread offering along one of its walls, meanwhile a bar serving the six beer varieties is located opposite.

Customers are encouraged to sample a loaf or two, choose a complementary beer and take a seat in the space to enjoy the true bread and beer experience. The loaves are available for purchase between £3.00 and £3.50. 

AB InBev has partnered with Tom and Henry Herbert of The Fabulous Baker Brothers to create the six breads. 

The offering:

  • Spelt and Barley Pineapple Soda Bread - contains chunks of pineapple and a hoppy undertone that is designed to match the flavour profile of Stella Artois
  • Blond Sourdough – contains a hint of malt, and is stone baked to bring the flavours of Leffe Blond to life.
  • Spiced Orange and Coriander All Butter Brioche – takes its inspiration from the Hoegaarden beer, and is made using nutmeg and cloves. It is served as six glazed buns.
  • Sea Salt and Lime Encrusted Cornbread – is designed to complement Corona beer, and is sprinkled with coarse maze.
  • Bud Tiger Bread – the loaf's tiger stripes are created using a coating that contains ingredients used to produce Budweiser beer.
  • Apple, Walnut, Barley and Malted Wheat Seeded Loaf - is designed to be paired with Beck’s Vier.

The concept has been delivered with Golin, and the agency is also handling PR around the pop-up.

Hugo Anderson, brewmaster at AB InBev, said: "I have been in the industry more than 36 years and I still marvel at the beauty of beer. Just a few natural ingredients – barley, yeast, hops and water – and you can make a vast array of wonderful tasting beers, each with its own individual, subtle flavour.

"This is the same with bread. Beer and bread really are a naturally perfect match."

Tom Herbert added: "Beer and breads share a natural history that dates back as far as 6,000BC. As passionate bakers – and beer drinkers – we were immediately excited to be part of The Beer Bakery. 

"We can’t wait to hear what the public think of the beer bread range; hopefully they are tempted to raise a glass and also have a go at baking themselves."

AB InBev announced its plans to open the bakery at the beginning of the month. The pop-up will remain open until Saturday (31 October), at which point the breads will be available for purchase online via the Fabulous Baker Brothers website.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter


Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free