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Q Awards countdown - we've brewed our own beer for this year's rock and roll extravaganza

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The Q Awards are usually a pretty exclusive rock and roll affair, but this year's ceremony is that little bit more unique thanks to the drink.

Along with all the usual prizes, interviews and rock and roll behaviour you'd expect from our annual celebration, the 2012 ceremony - which kicks off in London around noon on Monday (22 October) - will also boast Q Red Label, a tipple brewed especially for the day.

The Pale Ale was created by Signaturebrew.co.uk who have been making booze for a host of music types of late.

"We loved the fantastic beers that Signature Brew created with Professor Green and The Hold Steady, so we thought they'd do a brilliant job on a bespoke beer for the Q Awards," explained Q editor Andrew Harrison.

"They took us for an intensive tasting session to create the right flavour profile, and the result Q Red Label, a very moreish Pale Ale with just the right alcohol content. It's 4.3% which means that the guests can drink it from the start of the event at noon until the end of the aftershow in the early hours, and still retain their rock star equilibrium. If this beer were an album, it would be Pulp's Different Class - feet on the ground, head in the stars."

So what can our guests expect? We asked Signature Brew's Tom Bott:

"We formulated the idea of which beer suited the elite at the Q Awards. With a clear idea of the recipe, we went to see our friends at Hackney Brewery to get the process started. The brew was precisely created to fit the Q taste profile followed by two weeks of guarded fermentation. A carefully balanced pale ale was the result, encompassing Saaz hops and pale malt which was bottled and packaged destined for a rock stars hand."

Follow the awards live on Monday from noon, via Facebook/QMagazine or @QMagazine, plus look out for backstage video interviews with the winners at Youtube.com/Qmagazine.

Q Awards 2012

11:50 AM | 19/10/2012

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