Last year, the award-winning family butchers announced its Hero IPA would be sold at select Stonegate pubs, with a portion of the proceeds from every pint sold going to Help for Heroes.
The campaign raised £2,940 for the veterans’ charity following a nationwide rollout across Craft Union and Publican Partnerships pubs during the Remembrance Day period.
The limited-time activation saw 588 casks sold, equating to more than 41,000 pints of Hero IPA.
Important cause
Funds raised will help the national charity continue to support veterans and their families.
Craft Union operations director Lucy Barker said: “This charity cask campaign reflects Craft Union’s focus on being at the heart of our local communities.
“Our pubs are proud to support initiatives that bring people together for a good cause, and the response, as always, from our operators and customers has been heart-warming.”
Brewed exclusively by Surrey’s Hogs Back Brewery, Hero IPA is a mellow cask ale with an ABV of 4%, made using home-grown Cascade hops and Mosaic hops from the USA.
Throughout the campaign, Alf Turner and Hogs Back teams visited pubs stocking the beer to engage with operators and customers, while social media activity helped drive additional public awareness and footfall, amplifying the impact of the promotion beyond the bar.
The campaign concluded with a cheque presentation at Hog’s Back Brewery to Help for Heroes chief advocacy ambassador Mark Elliott and one of the charity’s founding members.
This latest activity builds on Alf Turner’s, which is backed by Dragons’ Den entrepreneur Peter Jones, long-standing partnership with Help for Heroes, with more than £323,000 raised to date.
Alf Turner managing director Paul Turner told The Morning Advertiser (The MA): “We’re incredibly proud of the response to the Hero IPA across the Stonegate and Craft Union pubs during the Remembrance Day period.
Meaningful funds
“To see £2,940 raised for Help for Heroes through something as simple as enjoying a pint is a powerful reminder of how our industry can come together to support those who have served.
“On behalf of everyone at Alf Turner, I’d like to thank the teams behind the bar and the customers who helped make this contribution possible.”
Hog’s Back Brewery managing director Miles Chesterman added: “It’s fantastic to see the campaign deliver both strong engagement and meaningful funds for Help for Heroes.
“Hero IPA is first and foremost a high-quality, expertly brewed cask ale, full of character, balance and consistency, so it stands on its own merits at the bar. The fact it also supports such an important cause makes every pint poured even more meaningful for our team and for the communities we serve.”
