The Hawkes Taproom, situated on the Bermondsey beer mile, hopes its ‘apple pay’ initiative will encourage punters into its pubs despite Dry January resolutions.
All London pubgoers need to do to receive a free cider - usually priced at £4 per pint - is to bring one apple to the taproom.
Hawkes founder Simon Wright explained: “We want to give Brits who are a bit short of cash a little lift this month and what better way to beat the winter blues than a pint of top-quality craft cider.
Our very first bottle of Urban Orchard cider was made from apples collected in London… so once again we are calling on Brits to hand over their apples in return for cider.”
In 2015, Hawkes launched its #AppleDonor programme, which gave pubgoers an opportunity to turn their urban-grown apples into craft cider. Donors receive a bottle of Hawkes Urban Orchard cider in return.
Apples are pressed and fermented on-site for the company’s Urban Orchard craft cider, in addition to a limited-edition and experimental product range.
The promotion ran yesterday (23 January) and today (24 January).