By Allison Watkinson
TLL Reporter
Ozzy Osbourne’s licensing agency Global Merchandising Services just announced the launch of Patient Number 9 Golden Ale, the first release in a licensed beer program with Hobsons Brewery.
The craft beer made its worldwide debut July 22, coinciding with the inaugural Ozzy Osbourne Day. Launch events took place at more than 125 venues and stores across the Midlands in the UK, including more than 20 in Birmingham, the artist’s hometown.
The launch marks another step in the expansion of Global Merchandising Services’ consumer products program for Osbourne, bringing his brand into the premium craft beverage category.
“We’re thrilled to partner with the award-winning team at Hobsons Brewery to bring Ozzy’s first official beer to fans,” said Jens Drinkwater, head of licensing at Global Merchandising Services. “This partnership is built on authenticity, with two brands that share deep roots in the West Midlands.
“Patient Number 9 is just the beginning of what we believe will become a successful long-term collaboration, expanding Ozzy’s licensing program into the beer category with products that resonate with fans around the world.”
The partnership with Hobsons Brewery combines regional heritage with storytelling tied to Osbourne’s legacy.
The light golden ale was inspired by Osbourne’s album “Patient Number 9.” It is brewed with a blend of bitterness and sweetness, complemented by citrus and floral notes, using ingredients sourced from the United Kingdom and hops from the United States.
Following the Birmingham launch, the beer will be available at retailers across the UK, including Selfridges and Amazon.
“Brewing Ozzy’s first official beer is the kind of project every brewer dreams about,” said Marc Suffolk, sales director at Hobsons Brewery. “We wanted to create something worthy of the Prince of Darkness—approachable, full of character and proudly brewed here in the Midlands.
Patient Number 9 is a beer that celebrates both Ozzy’s remarkable legacy and the region that shaped us both.”
Hobsons Brewery was founded in 1993 in Cleobury Mortimer, Shropshire. The independent British brewery produces cask, keg and bottled ales using locally sourced ingredients and sustainable brewing practices, and has won recognition including CAMRA’s Champion Beer of Britain award.
Global Merchandising Services Ltd. is a music, celebrity and lifestyle merchandising company headquartered in London and Los Angeles. The company works in design, product development, branding, manufacturing and direct sales, and conducts business across retail distribution, live events, web shops, pop-up shops, sponsorships, endorsements and third-party licensing.