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 almost £50,000 for The Royal British Legion in the past three years.
The 3.6% ABV Poppy beer, brewed at Marston’s Brewery in Burton on Trent, will be available exclusively to publicans across the Ei Publican Partnerships estate from the start of October 2018, in advance of Remembrance Day, as well as being on the bar in selected Ei Managed Investments sites and Craft Union and Bermondsey pub companies offering cask, part of Ei Managed Operations.
The selling period for Poppy Beer is being increased in 2018 to a four week period to celebrate the Centenary of the first world war and to support the Royal British Legion’s ‘Thank You’ campaign.
Made with Cascade and Styrian hops gives the beer its subtle citrus flavours and delicate bitter aftertaste. Poppy Beer is an easy-drinking and refreshing ale which appeals to lager and ale drinkers alike.
Ei Group has pledged to 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.
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