Ei Group and The Royal British Legion
Ei Group plc, the UK’s largest pub company, is bringing back its Poppy Beer which has raised more than £23,000 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 2017, 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.
20p from the recommended retail price of every pint of Poppy Beer sold will be paid to Royal British Legion Trading Limited, which gives its taxable profits to The Royal British Legion (Charity no. 219279) and Poppyscotland (Scottish Charity No. SC014096). The donations due to each charity will be split according to population size, with Poppyscotland receiving 7% of the donation value.
Find out more about the background of Poppy Beer and how the charity partnership came about here