Britain's brewers are supplying tankers normally used for the transport of beer to provide safe drinking water for communities affected by the floods.
So far, 23 tankers have been made available for the supply of drinking water. The vehicles, each of which can carry between 25,000 litres and 29,000 litres, are being supplied by several of Britain's major brewers, with Coors, Carlsberg, Scottish & Newcastle UK, Inbev and Greene King all stepping in to lend a hand.
Tankers used to transport beer can quickly be put to use for bringing water to flood stricken communities without a water supply, with a single delivery making a real difference in providing substantial quantities to those cut off from their mains supply.
British Beer & Pub Association Director of Communications, Mark Hastings, said: "With so much of the country severely affected by the floods, releasing these tankers is the least we could do to try to help people facing such a terrible situation.
"We're reversing our normal business, which is turning water into beer. The brewing and pub trade is facing its own severe problems in places, with many pubs either cut off from their customers or flooded themselves. At the same time, many pubs are offering shelter and food to communities and the emergency services.
"However, the supply of drinking water must come first, and we are doing our utmost to make sure that the complex logistics that are normally used to move beer around the country can be put to use to deliver water to those who need it most."