Blur’s Alex James Looks to Turn ‘Britpop’ Into New Soda Line
By Scott T. Sterling
Launching his own line of artisan cheeses (including a blue cheese named after New Order single “Blue Monday”), James utilized his Oxfordshire, England, farm as the location of an ambitious music and food festival — Alex James Presents Harvest — in September 2011. The weekend-long event featured performances from such acts as The Kooks and KT Tunstall next to pop-up restaurants and panels featuring popular European chefs.
No, the Blur bassist is looking to combine his love of food, ’90s rock star history and keen sense of marketing into a new line of soda appropriately named “Britpop.”
According to London business newspaper City A.M., James has officially applied to trademark the term “Britpop” for his new line of fizzy drinks, but the application has yet to be finalized. If it does go through, he’d have exclusive rights to use the word for beverages both soft and alcoholic for the next ten years.
(The Guardian is hoping said drink is cheese-flavored. Uh.)
James’ past forays into food have not been drama-free, with his successful 2011 farm festival falling into controversy after his promotions partner, Big Wheel Promotions, went under, leaving many vendors unpaid. He’s since teamed with celebrity chef Jamie Oliver for family-oriented food and music event, The Big Feastival.