MAD//North is proud to unveil the official can design for its special edition lager, created in partnership with Manchester Union Brewery, and to announce that The Trading Route, the brewery’s bar in directly opposite Aviva Studios, will be the official bar of MAD//North, and host of the MAD//Sports Clubhouse next week.

Bold, distinctive and rooted in Northern pride, the new can design captures the spirit of creativity, community and unmistakable Northern soul that will define the festival. 

This collaboration builds on MAD//Fest’s tradition of crafting immersive, meaningful brand moments. As Jamie Scahill, Manchester Union Marketing Director, put it: “MAD//North started with a great creative bang last year so much so we thought we’d create a beer for it!”

With Manchester Union Brewery’s bar The Trading Route also being announced as the MAD//North’s official bar, festival-goers will be able to enjoy the crisp, refreshing MAD//North lager throughout the event perfectly poured, of course. The venue will serve as a central hub for connection, conversation and celebration across the two days, as well as hosting the likes of Jill Scott and successful Olympians on day one of the event as it’s the home of the MAD//Sports Clubhouse. 

Here's a video of the brand collaboration story.

Based in Ardwick and home to Manchester’s first and only dedicated craft lager brewery, Manchester Union Brewery is redefining what it means to brew with soul. Using traditional Central European lager techniques with a modern Mancunian twist, they create bold, flavourful beers rooted in heritage and unapologetically local. The MAD//North lager embodies that same spirit—a carefully crafted brew celebrating creativity, collaboration and the energy of the North.

The reveal of the can and the appointment of The Trading Route as official bar mark another milestone in MAD//Fest’s growing roster of innovative partnerships, bringing the community together not just to talk creativity, but to raise a glass to it.