Poppy Beer, Ei Group’s popular charity beer brewed to raise money for The Royal British Legion, is returning again this year.
The 3.6% ABV beer, brewed at Marston’s Brewery, Burton-on-Trent, is now available on draught in selected Ei Publican Partnerships, Craft Union, Bermondsey and Ei Managed Investments pubs through to Remembrance Day on 11 November.
Over the past three years, sales of Poppy Beer across the Ei Group estate have raised almost £50k for the Legion, who provide lifelong support to the UK Armed Forces community.
This year, the selling period for Poppy Beer is being increased to four weeks to mark the Centenary of the end of the First World War. Ei Group are also proud to support the Legion’s ‘Thank You’ campaign.
Ei Group will donate 20p to the charity from every pint sold. Publicans will be able to raise awareness and drive sales with point of sale kits, including a refreshed patriotic design for the pump clip.
Cascade and Styrian hops give the beer its subtle citrus flavours and delicate bitter aftertaste, perfect for an easy-drinking and refreshing brew which appeals to lager and ale drinkers alike.
Ben France, Head of Corporate Partnerships at The Royal British Legion, said, “For the third year running, Ei Group are giving their publicans the opportunity to support The Royal British Legion through the sales of the ever-popular Poppy Beer.
'In this Centenary year, local communities across the UK will be able to raise a glass to the First World War generation and donate to help today’s Armed Forces whilst doing so.”
Paul Harbottle, Group Commercial Director at Ei Group, added, “We’re pleased to be partnering with The Royal British Legion and once again bringing the popular Poppy Beer to thousands of pubs across the UK.
'Now in its Centenary year, the charity is widely respected for providing lifelong support for the Armed Forces community along with its excellent fundraising initiatives, so we’d encourage our publicans to put Poppy Beer on the bar again.”