ARTISTS are being invited to tap into the former Leeds Tetley Brewery’s industrial past to help pubs across the UK pull in a new generation of beer drinkers.
A new competition to help create the ‘The 2015 Tetley’s Collection’ gives artists the chance to win a commission and get their work displayed as point of sale material in selected pubs across the country.
The contest has been launched in celebration of an original partnership between Carlsberg UK, which owns heritage beer brand Tetley’s, and Leeds’s newest centre for contemporary art, The Tetley.
The collaboration between artists and brewers began with the takeover by Project Space Leeds of the former Tetley’s brewery headquarters in November 2013.
Now artists are being invited to respond to Tetley’s fascinating archive of material from the brewery’s industrial past, much of which is at The Tetley, and to apply an artist’s lens to The 2015 Tetley’s Collection.
Concepts from 10 artists will go on show at The Tetley from March to May and the winner will be selected by a panel of judges made of art and brewing experts. The chosen artist will see their work in selected pubs across the UK.
Paul Morris, Tetley’s brand manager, said: “Tetley’s is one of Britain’s favourite and most successful beer brands with a reputation spanning nearly two centuries. As a brewer we are excited to see what inspiration artists will take from our heritage, to develop limited edition point of sale materials that will be seen by our customers.” The exhibition will be available online via The Tetley website and social media channels at @The_Tetley and www.facebook.com/TheTetleyLeeds.