Cheshunt, England, 2014-11-3— /EPR Retail News/ — A unique beer created by three injured veterans to help raise funds for wounded Servicemen is to go on sale across the UK this week.
The beer, which will raise funds for the Help for Heroes charity, has been brewed by Marston’s and will be exclusively sold by Tesco.
The beer came about after a chance meeting between Bryn Parry, co-founder of Help for Heroes and Tesco ale buyer Chiara Nesbitt last year which led to the involvement of Marston’s.
Chiara Nesbitt explains: “When I heard that the charity was struggling to get a fundraising beer off the ground I was amazed. After Bryn told me the type of ale Help for Heroes was looking to create I promised him that the beer would be sitting on Tesco shelves within a year.
“Help for Heroes beer has a very modern, zesty taste and is aimed at the growing number of drinkers who are switching from lager to ale.
“Blonde beer has become really popular in the last few years as a result of that trend and as Marston’s have recently created similar brews we knew they would be perfect to help.
“We are putting the beer on sale in 250 stores and really hope that shoppers get behind our wounded heroes.”
The idea behind the brew came from ex-Servicemen Pete Dunning, Dan ‘Baz’ Whittingham and Simon Brown who were all injured in action whilst serving for the British Forces.
All three are members of the Help for Heroes’ Band of Brothers which offers lifelong support to Service men and women.
Pete, Baz and Simon worked on the recipe with Marston’s brewer Genevieve Upton and believe they have come up with a recipe that will win over ale drinkers as well as the growing number of traditional lager fans who are now switching to lighter brews but with more flavour.
Bryn said: “We were beginning to think that this beer would never see the light of day but now after getting help from Tesco and Marston’s we’re hoping it may now even go on to become a top seller.
“We wanted a modern tasting ale and Pete, Baz and Simon all had a definite idea of how they wanted the beer to taste but Genevieve was brilliant in capturing that for them.
“We hope members of the public, when they are doing their weekly shop, will think about the wounded and pop a couple of bottles into their shopping basket.”
The label for Help for Heroes beer, which has a strength of 4.2%ABV, bears the slogan, “Created by Heroes; Brewed by Marston’s; Enjoyed by Everyone.”
Richard Westwood, Managing Director of Marston’s Beer Company said: “We are enormously proud to be associated with Help for Heroes. Everyone involved in this project has been bowled over by the fantastic work that they do with injured servicemen. We hope that the beer will raise awareness for the work done by the charity as well as raising some money.”
It will go on sale in 250 Tesco stores across the UK, priced at £1.97. Five pence from the sale of each bottle will go to Help for Heroes which supports injured members of the Armed Forces and their families.
Notes to editors:
ABOUT HELP FOR HEROES
Help for Heroes offers comprehensive support to those who have suffered life-changing injuries and illnesses while serving our country. This support is provided through grants direct to our Heroes and their families, grants to other charities and through four Help for Heroes Recovery Centres across the UK. A study in September 2014 by Help for Heroes and the Royal College of Psychiatrists found that 75,000 men and women may need long term support following our involvement in the recent conflicts in Iraq and Afghanistan.
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