More than 10,000 sachets of the sunscreen will be available for free with pints of the brands flagship beer, Neck Oil IPA, in participating pubs across the UK with the aim of reminding pubgoers to use skin protection while they enjoy their summer pints.
Launched in partnership with LifeJacket Skin Protection and Melanoma UK, the 50 SPF UVA sunscreen comes as new research commissioned by Beavertown found that only 18% of Brits wear skin protection while enjoying a drink in the sun.
LifeJacket Skin Protection Co-founder Billy Boulos said: “We are big fans of anyone raising awareness of the importance of skin protection, so we were thrilled that Beavertown wanted to use our SPF 50+ Sun Gel.”
The study also revealed men were most at risk, with just 16% of those surveyed having said they apply sun cream, compared with a fifth of females.
Additionally, only 21% of male respondents said they take sunburn seriously, while the face, neck and shoulders were found to be the top three areas most likely to get burnt while sitting in a beer garden.
Melanoma UK CEO and founder Gill Nuttall said: “Young adults, and men specifically, are a very difficult audience to reach to educate on the risks of sunburn.
“Oil Your Neck targets this audience in an environment they can identify with, enabling us to engage with them and provide potentially life-saving educational information, helping to evoke behavioural change when it comes to the importance of sun safety.”
The sunscreen will also be available via dispensers in participating pub gardens, with each sachet or pump containing 5ml, specifically designed to be enough to cover the most at risk areas.
In addition, the London-based brewery, which is owned by Heineken, will also be giving away 2,000 sachets of Oil Your Neck with orders from their webshop until stocks last.
Tom Rainsford, Beavertown Brewery’s Marketing Director, said “Summer is one of the best feelings in the world, and even better when you’ve got a pint in your hand, but less so when you’re sunburnt.
“Our research found that 59% of Brits know they need to become better at applying sun cream on a sunny day, which is why we’re installing free dispensers and giving away thousands of free sunscreens in pub gardens across the UK. We’ve got your back. And Neck. And Face.”