MAD//North is thrilled to announce a new partnership with Manchester Union Brewery, who this autumn will be crafting a special MAD//North lager to celebrate the spirit of creativity, community, and Northern soul. Over the next four months, the MAD//Fest and MAD//North community will be able to follow the collaboration live, watching as the joint brand and, of course, the beer come to life.

This partnership builds on MAD//Fest’s tradition of creating unique, immersive experiences for its attendees. In the words of Manchester Union Brewery, “MAD//North started with a great creative bang earlier this year, so much so we thought we’d create a beer for it !” 

At February’s MAD//North festival-goers, local creatives, and the MAD//North community will get the chance to enjoy a crisp, refreshing lager crafted to reflect the energy and innovation of the North.

Manchester Union Brewery, based in Ardwick and home to Manchester’s first and only dedicated craft lager brewery, is redefining what it means to brew with soul. Using traditional Central European lager techniques with a modern Mancunian twist, they create a bold, flavourful beer that’s both rooted in heritage and unapologetically local. The MAD//North lager will embody that same spirit, a legacy brew crafted with care, pride, and a touch of Northern innovation.

Luke Wilcox, MAD//Fest Content Director, said, “We’re excited to partner with Manchester Union Brewery. Not only does this beer taste incredible, but it also allows our community to engage with the festival in a unique way, seeing the creation process unfold, and celebrating the North’s creativity and culture in every can!”

Jamie Scahill, Manchester Union Marketing Director, said, “We’re proud to be collaborating with MAD//North, a festival that truly captures the creativity and character of the North. At Manchester Union, we’ve always believed great lager brings people together, and this partnership is about doing just that: celebrating community and creativity. The MAD//North lager will be brewed with our signature depth and crispness, designed to be shared as people come together to exchange bold ideas and raise a can to Northern innovation.”

The MAD//North lager marks another milestone in MAD//Fest’s growing roster of innovative brand collaborations, giving festival-goers more ways to connect, celebrate, and experience the human touch that defines the North.

Watch this space as we publish more about this exciting collaboration.