New York Bakery Co has launched a limited-edition beer made with bagels in celebration of today’s National Bagel Day (9 February).

Named Bagel Beer, it is made through a partnership with London brewery Canopy Beer Co and uses NYBC Original bagels that have been lightly toasted and chopped before being incorporated into the brewing process. The result, according to NYBC, is a malty beer with a hint of cinnamon.

It goes on sale for £3 via and is on draught at Canopy Brewing Co’s Tap Room in Herne Hill or at The Sympathetic Ear in Brixton.

The National Bagel Day campaign will be supported via social media and includes the launch of a series of new bagel recipes.

Ahead of the day, the company also shared tips for bakers on how to boost bagel sales, including offering a choice of toppings and breaking out of breakfast.

“National Bagel Day is a great way to raise further awareness of bagels and keep them front of mind with consumers when filling their baskets. To do this, we like to do something a little different – last year saw us petition for the introduction of a bagel emoji, and this year our limited-edition Bagel Beer will definitely capture bagel lover’s attention,” said Christina Honigfort, head of marketing at New York Bakery Co.

“We cut no corners to produce the best standard of bagels and when it comes to beer, Canopy Beer Co are no different. Bagels boiled and baked the New York way; beer brewed and bottled the London way. Best drunk chilled, (responsibly, of course) with a bagel in hand.”