Poppy beer, Ei Group’s popular charity beer brewed to raise money for The Royal British Legion, is available exclusively to publicans across the Ei Publican Partnerships estate from this week, in advance of Remembrance Day on 11 November.
The 3.6% ABV beer, brewed at The Eagle Brewery, will also be on the bar in Craft Union and Bermondsey pub companies, part of Ei Managed Operations.
Over the past two years, sales of Poppy beer across the Ei Group estate have raised more than £23,000 for The Royal British Legion, the charity providing lifelong support for the British Armed Forces.
Ei Group has now pledged to boost its contribution and will donate 20p from every pint sold to the charity. Further support has been provided with point of sale kits to help publicans raise awareness and drive sales, including a refreshed patriotic design for the pump clip.
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.
James Armitage, Group Services Director at Ei Group, said: “We’re delighted to make our popular Poppy beer available to thousands of publicans across the UK once again this year. The Royal British Legion is always among the most popular charities supported through pubs’ fantastic fundraising activities, so we’d encourage our publicans to put Poppy beer on the bar.
“Pubs collectively raise tens of millions of pounds every year for charity and by selling Poopy beer our publicans know they are directly supporting a wonderful charity that improves the lives of the Armed Forces community and their families.”