Ei Group is the largest pub company in the UK, with over 4,500 properties, predominantly run as leased and tenanted pubs.
Poppy beer will be available exclusively to Ei Group pubs during this year’s Remembrance period in England and Wales.
Following the success of the 3.6% ABV beer over the past two years, Ei Group has pledged to boost its contribution and will donate 20p from every pint sold to the Legion.
Brewed with natural mineral water, English Ale yeast, Crystal malt, and Challenger and Fuggle hops, Poppy beer is described as a crisp, nutty, amber ale with great flavour. There are heaps of fresh green Challenger hops above toasted toffee malt, with a real quenching finish.
Ei Group and its pubs have established a close partnership with the Legion and plan to further support us by having Poppies in each of their pubs, allowing us to collect donations to help support the vital work we do for the Armed Forces community. They will also be encouraging pubs to host our Pub Quiz during Remembrance to further donations.
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 pubs maximise their fundraising efforts.
“We know from previous years that the beer is popular among customers so we’d encourage pubs to put Poppy beer on the bar and encourage their local community to buy a pint or two to 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.”