Music merchandise has gone way beyond the realm of the humble button badge. Beyoncé has her own highly lucrative perfume range. Should any Beliebers feel the urge to see Justin’s image on a shower curtain they need only whip out the credit card. And the rock band Kiss released a customised coffin emblazoned with their imagery.

Putting singer-songwriter Frank Turner’s wheat beer into that context doesn’t actually make his product sound too odd. But considering he is an graduate of the London School of Economics, is this brew part of his corporate masterplan for world domination?

“I learned nothing of economics in college! The Signature Brew Company approached me about the concept of releasing a beer together, what guy in the world would say no to that?”

To add to that dream partnership, the flavouring selection for the beer was actually done in a boozer. “The master brewer met me in a pub and presented me with a massive array of beers. We opted for a Belgian style wheat beer that has a big citrus kick off it.”

Named after his 2010 single I Still Believe , Frank's Wheat Beer Believe is not just a tasty beverage; he assures me that it can be utilised very well for cooking with too. You just have to make certain that you don't drink it all before you get any into the food.