The company has worked with Charles Wells Brewery to create the 3.6% ABV ale, which will be available exclusively to all 5,200 Enterprise leased and tenanted pubs in England and Wales. For every pint sold Enterprise will donate 10p to the Legion.
Enterprise has been working closely with the Legion during the past 12 months, supporting its VE Day celebrations and ‘Poppy Picnics’. The company hopes the Poppy beer will help cement its connection with the charity, and volunteers will be working with licensees to help raise more money.
“I’m thrilled that this new beer is going to help raise money for The Royal British Legion. Exclusive to Enterprise, Poppy beer will give our publicans even more opportunities to raise money for this very worthy charity.
Commercial director Paul Harbottle said: “We’ve found over recent years that the Legion is a very popular charity among Enterprise publicans, and they support it regularly through all sorts of fundraising activities. It’s a charity that does superb work across the UK.
“So I’m confident they’ll support the Legion by ordering Poppy, another fine, flavoursome beer from Charles Wells Brewery, which has done a brilliant job crafting it.”
Publicans will be able to order Poppy from 22 October, and those who do will be supported with free point of sale materials, including pump clips, drip mats and posters.