Ei Group plc, the UK’s largest pub company, is bringing back its Poppy beer which has raised more than £23k for The Royal British Legion in the past two years.
The 3.6% ABV Poppy beer, brewed at The Eagle Brewery, will be available exclusively to publicans across the Ei Publican Partnerships estate from the end of October, in advance of Remembrance Day, as well as being on the bar in Craft Union and Bermondsey pub companies, part of Ei Managed Operations.
Brewed with natural mineral water, English Ale yeast, Crystal malt, and Challenger and Fuggle hops, Poppy is described as a crisp, nutty, amber bitter, with great flavour. There are heaps of fresh green Challenger hops above toasted toffee malt, with a real quenching finish.
Following the success of the beer over the previous two years, Ei Group has pledged to boost its contribution and will donate 20p from every pint sold to the charity. Further support will be provided with point of sale kits to help publicans raise awareness and drive sales, including a refreshed patriotic design for the pump clip.
James Armitage, Group Services Director at Ei Group, said, “Pubs across the country support thousands of different charities at local and national level, raising millions of pounds every year. The Royal British Legion is always among the most popular so we’re delighted to have the opportunity to reintroduce our Poppy beer and further strengthen our relationship with the charity, at the same time helping our publicans maximise their fundraising efforts.
“We know from previous years that the beer is popular among customers so we’d encourage publicans to put Poppy beer on the bar and encourage their local community to buy a pint or two and support a great charity.”
Claire Rowcliffe, Director of Fundraising at The Royal British Legion, added, “We’re incredibly pleased to be working with Ei Group once again. Poppy Beer proved very popular over the last two years so it’s fantastic news that it will be returning for 2017.
“We are extremely grateful to Ei Group for their ongoing support which will enable us to continue our work providing vital care and support to members of the British Armed Forces, past and present, and their families.”
Paul Freeman, Senior Marketing Manager at The Eagle Brewery, said, “We are delighted to again be brewing Poppy Beer for Ei Group, in collaboration with The Royal British Legion. This is a fabulously refreshing pint that customers continue to enjoy, knowing that they’re also making a valuable contribution to an extremely worthwhile cause.”
