When it comes to bold, nostalgic craft beers from the North East, Play Brew Co has carved out a name that stands out—especially with their standout New England Pale Ale, White Noise. Brewed in Middlesbrough, this hazy delight brings together juicy hop character, smooth drinkability, and retro-cool branding that’s as memorable as the beer itself.
The Story Behind Play Brew Co and White Noise
Play Brew Co started with founder Phil Layton’s passion for homebrewing in the basement of a Leeds hair salon. What began as a hobby quickly evolved into a full-fledged craft beer project, launching officially in 2017 through contract brewing and growing with the help of a successful crowdfunding campaign in 2018. By November 2019, Play Brew had opened its own taproom and brewery on Cannon Park Industrial Estate in Middlesbrough—bringing industrial craft culture and 80s/90s nostalgia together in one vibrant venue.
Their creative beer names, arcade-style branding, and event-driven taproom made them a hit locally and beyond. Though Play Brew stopped brewing in early 2025, their beers—including White Noise—remain beloved by fans who appreciate fresh, hop-forward craft beer with character.
The Pour – From Can to Glass
I poured White Noise from a 440ml can straight into a tulip glass, and it delivered everything you’d expect from a New England Pale Ale. It poured a hazy, straw-to-golden body with a soft, frothy head that sat nicely on top. The haze was thick but inviting, glowing slightly in the light. The head settled into a delicate foam cap, helping to trap the intense hop aroma just waiting to burst out of the glass.
Taste and Aroma – Juicy Citrus and Peach Perfection
As soon as I brought the glass to my nose, I was hit with a bright wave of citrus and ripe peach. The Citra hops are the hero here, creating an aroma that’s fruity, floral, and just the right side of sweet. There’s a light wheat or malt base underneath that gives the nose some softness without taking away from the hop-forward character.
The first sip echoed the aroma perfectly—White Noise is incredibly juicy, with flavors of grapefruit, peach, and a hint of lemon zest. The bitterness is gentle, barely there, letting the citrus notes shine. It finishes smooth and slightly sweet, thanks to a creamy mouthfeel that makes it dangerously easy to drink. It’s the kind of beer that balances bold hop flavor with refreshing lightness—a textbook example of how to do a modern pale ale right.
My Verdict – 5 Out of 5
White Noise by Play Brew Co is exactly what I look for in a canned craft beer: it’s fruity, refreshing, and packed with flavor without being overpowering. The aroma alone is worth the price of the can, and the taste more than delivers on that promise. Whether you’re a New England Pale Ale fan or just getting into hazy beers, this one is a must-try.
For me, it’s a perfect 5 out of 5.
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