Pitchfork

Newcastle, England mischief makers Maxïmo Park would probably make their hometown plenty proud just by showing up to their December 15 show at the Metro Radio Arena, but by re-branding the famous Newcastle Brown Ale as Maxïmo Brown Ale, they must be something like local heroes.

According to NME.com, Newcastle Brown Ale brewery Tyneside Brewers asked the boys if they wanted to create their own one-off version of the beer, and they accepted. It seems the beer's taste difference from the original will be similar to the taste difference between colors of M&M's, so Maxïmo Brown Ale will distinguish itself via a label designed by the band.

Maxïmo lead singer Paul Smith was honored by the opportunity, saying, "So many amazing things have happened for our band in a short space of time, and to have our image emblazoned on a Brown label is another addition to that list. It would be great for our band to be as synonymous with Newcastle as the mighty Brown Ale, and it's both amusing and an honor to be able to deface the label in this manner!"

Maxïmo Park's beer launches around England on December 15, the same day as their Newcastle show. But it's not the only neat tie-in the band has planned for the date. They're also holding a contest for ticketholders to get a chance to go on a bus tour of the city inspired by the video for Our Earthly Pleasures single "Karaoke Plays", which came out today, December 3, via Warp.

By sending an email with their phone numbers to maximopark@warprecords.com (subject: "MAILOUTBUSCOMP"), show attendees will have a shot at a pair of tickets for the tour, featuring the same bus and driver from the video. The winners, contacted December 10, will see Maxïmo's favorite places around town as well as a few of the video's locations. The tour also features earthly pleasures such as "food, drink and lots of secret extras!"

Dates:

12-13 Oxford, England - Academy
12-15 Newcastle, England - Metro Radio Arena