Partake Brewing and National Music Centre Launch Limited-Edition Non-Alcoholic Beer with Acclaimed Musician Tess Roby

Collaboration spotlights the NMC Artist In Residence with a creative twist on Partake’s award-winning beer

(Calgary, AB – October 8, 2024) Partake Brewing, a leader in low-calorie non-alcoholic craft beer, introduces Sonic Intuition, a limited-edition blonde lager created in collaboration with the National Music Centre (NMC). This release celebrates emerging Canadian artists, with the beer’s name and design inspired by Tess Roby, the first NMC Artist in Residence presented by Partake. The can features flowing synth soundwaves against a sky-blue backdrop, capturing Roby’s artistic journey.

"At Partake, we’re all about amplifying those who are making it happen.” said Ted Fleming, Founder of Partake Brewing. “Our partnership with the National Music Centre is a perfect fit because it’s all about fostering talent and giving a platform to emerging artists like Tess Roby. Sonic Intuition is more than just a beer; it’s a celebration of Tess’s innovative spirit and a testament to the power of creativity and determination in pursuing one’s passion."

Combining Partake Brewing’s expertise in non-alcoholic beverages with Roby’s artistic vision, Sonic Intuition is a flavourful 15-calorie blonde lager that celebrates the Montreal-based artist’s explorative style of electronic music that combines pop, ambient, and alternative folk. The design elements capture Roby’s creative process, where voice and synths intertwine to channel her life experiences into her music. Both the name, Sonic Intuition, and the synth keyboard element featured nods to Roby’s label, SSURROUNDSS, a space for women and non-binary electronic artists in Canada.

"I'm grateful to Partake Brewing and the National Music Centre for this opportunity and for their support of independent artists like me," said Roby. "This collaboration allows me to share my music in a new, creative way and reach new audiences."

Earlier this year, Roby was named the first NMC Artist in Residence presented by Partake Brewing, selected from over 100 submissions across the nation. During her five-day residency at NMC’s world-class recording facilities at Studio Bell in Calgary, she wrote and recorded her third studio album with access to NMC’s one-of-a-kind historic instrument collection. She joins a distinguished roster of Canadian artists, including singer-songwriter Shawnee Kish, R&B/soul singer Tanika Charles, and DJ-producer duo A Tribe Called Red, who have also participated in different streams of National Music Centre’s residency program.

"NMC is thrilled to partner with Partake Brewing on this innovative project,” said Stephanie Hutchinson, NMC’s Director of Programs. “This collaboration not only highlights the vibrant talent of Canadian artists like Tess Roby, but also supports our mission to nurture the growth of emerging musicians across the country."

Proceeds from the sales of Sonic Intuition will be donated to the National Music Centre, supporting initiatives that give emerging artists the opportunity to develop their craft and make their dreams a reality.

Get your hands on Sonic Intuition while supplies last. Orders can be placed online here.

About Partake Brewing
Partake Brewing crafts non-alcoholic beers brewed for those who make it happen. Serving up the lowest calorie non-alcoholic craft beer on the market without compromising on taste, Partake offers a delicious array of award-winning styles all under 30 calories, so you can enjoy a beer throughout all your pursuits. Founded in 2017, Partake Brewing has become a leader in non-alcoholic beer in North America, with distribution in major retailers across Canada and the United States. As a B Corp Certified company, Partake Brewing is celebrated for its exceptional flavor, classic styles, and game-changing nutritionals. Learn more at drinkpartake.com or follow @partakebrewing on social media.

About National Music Centre | Centre National de Musique
The National Music Centre (NMC) has a mission to amplify the love, sharing, and understanding of music. It is preserving and celebrating Canada’s music story inside its home at Studio Bell in the heart of the East Village in Mohkinstsis (Calgary) on Treaty 7 territory. NMC is the home to four Canadian music halls of fame, including the Canadian Music Hall of Fame, the Canadian Country Music Hall of Fame, the Canadian Songwriters Hall of Fame, and Quebec’s ADISQ Hall of Fame. Featuring musical instruments, artifacts, recording equipment, and memorabilia, the NMC Collection spans over 450 years of music history and innovation. A registered charity with programs that include exhibitions, artist development, performance, and education, NMC is inspiring a new generation of music lovers. For more information about NMC’s onsite activities, please visit studiobell.ca. To check out the NMC experience online, including video-on-demand performances, made-in-Canada stories, and highly entertaining educational content, visit amplify.nmc.ca.

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Partake Brewing Media Contact:
Alicia Van Hyfte, Associate Brand Manager
media@drinkpartake.com | @partakebrewing

National Music Centre Media Contact:
Julijana Capone, Senior Publicist
julijana.capone@nmc.ca | @nmc_canada