With various coronavirus-induced lockdowns rendering frosty pints in the pub little more than nostalgic memory for the last year and a bit, when social distancing measures were kicked to the curb on July 19, there was a whole lot of catching up to do. Making up for lost time particularly are the Palace crew, who didn’t just head for their local with the intent of sinking a cold one – they’ve taken it over instead.
Heading just around the corner from their London outpost in Soho, Lev and co. last night (August 23) opened the doors to The Blue Posts on Berwick Street in celebration of their second Stella Artois collab. Once again rebranded Palace Artois, the lager’s reworked logo can be seen throughout the venue, emblazoning beermats, bar towels, glasses, and more. But were there any left in the venue by the time last orders were called on opening night? We highly doubt it.
With Palace first linking up with Stella on a sellout collection back in 2020, this time around the limited edition merch on offer includes hoodies, sweatshirts, baseball jackets, and caps all bearing crispy pint prints and yet more blown-up logos.
There’s also a tote bag with handy, Stella can-sized pockets, while the cans themselves have also had a makeover, with Palace Artois 440ml tinnies going on sale in select venues throughout the UK. Naturally, you can expect to see those hit eBay with jacked up prices in tow any minute now, so fans in cities including Leeds, Bristol, and Manchester who want to crack open a cold one should keep an eye out before the hypebeasts inevitably descend.
It’s not just London that’s getting a taste of the action, though. Across the Atlantic in New York, the label is also set to take over Manhattan’s Vig Bar on August 25, meaning Palace fans in the US can also have their thirst quenched, too.
Click through the gallery above to see the full collection, which goes on sale this Friday, August 27.