Show Up Club has collaborated with Wylam Brewery on a limited-edition can for International Women’s Day, featuring real women from their community. The launch includes a two-hour silent disco in central Newcastle on March 7. Cans become available on March 6 through Wylam and select independents.
Show Up Club, a community-focused organization, has partnered with Wylam Brewery to create a limited-edition can celebrating International Women’s Day. The artwork, photographed by LM Visuals NE and designed by Georgia Nichol, showcases actual members and staff from Show Up Club rather than professional models. This approach ensures the project remains female-led throughout.
The cans will be released on March 6 via Wylam Brewery and select independent outlets. The official launch event takes place the following day, on Saturday, March 7, with a two-hour silent disco held in central Newcastle. Ticket holders for the event will receive one of the limited-edition cans along with exclusive Show Up Club merchandise.
Claire Goodliff, founder of Show Up Club, emphasized the significance of authenticity in the design. “It was important to us that the women on the can were real. These are the women who show up every week – in trainers, in workwear, in whatever version of themselves they arrive in that day. This collaboration is about visibility. It’s about seeing women represented clearly and confidently, not as a side note but as part of the story,” she said.
Harry Vaulkhard, director of Vaulkhard Group, highlighted the shared values between the collaborators. “We’re delighted that we’ve pulled off this collaboration between Show Up Club and Wylam Brewery. It brings together two North East grown firms who share the same ideals and desires, with quality and innovation at our core. For us, it’s also about recognising the women who are such a vital part of our community and creating something that reflects that,” he added.
The event underscores efforts to promote visibility for women in typically male-dominated spaces, aligning with the brewery's innovative practices.