Home   News   Article

Brewing giant joins Armed Forces charity on fund-raising mission





The first batch of the new beer is delivered to ASDA
The first batch of the new beer is delivered to ASDA

Help for Heroes has joined forces with the historic Tennent Caledonian brewery on a mission to raise £500,000 to help the UK’s injured servicemen and women.

The brewing giant has launch a new beer with the aim of raising £500,000 to support the charity who will receive part of the proceeds from sales.

They are urging beer drinkers to make a difference this Christmas and throughout 2014 by picking up packs of Help for Heroes endorsed Tennent’s Original Export when it arrives in Asda stores across the UK this week and in other retail outlets from early 2014.

Over the next year, every penny of Tennent’s profit from this charity edition of the beer will go directly to Help for Heroes – which offers wide- ranging support to those who have suffered life-changing injuries and illnesses whilst serving our country.

This is provided through grants to individuals, other Armed Service charities and four recovery centres across the UK which will offer support for life.

Tennent’s Original Export is brewed in Glasgow and has been specially packaged for the campaign in a newly designed bottle featuring the blue Help for Heroes logo alongside the iconic red T of Tennent’s.

Brewery bosses have said the campaign couldn’t be more fitting for Tennent Caledonian. There are few products around today that could be enjoyed by UK troops hundreds of years ago but Tennent’s beer is one of them.

Help for Heroes ambassador Jon Le Galloudec said: "Tennent’s is making a huge contribution to Help for Heroes with their new promotion.

"For people like me, Help for Heroes has helped us find our own unique challenge and provided support so we can try to achieve it. It’s thanks to the support of companies like Tennent’s and the Great British public that we’ve been able to overcome our disability."

Paul Bartlett, Corporate Affairs Director with C & C Group - who own the brand - said: "We are enormously proud to be launching this new pack in partnership with Help for Heroes and to be supporting such a worthwhile charity in the UK.

"Tennent’s is a brewery with a great heritage of making and sending beer overseas, and that includes during the first and second world wars. It’s fitting that we do something to support today’s wounded heroes.

"Having spent some time with the Help for Heroes team and the wounded they support, it’s clear to me that every penny raised really does make a difference in providing the lifelong support that they and their families need."

At least 50p from the sale price of each pack of beer will be contributed to Help for Heroes Trading Limited which Gift Aids all of its taxable profits to Help for Heroes.


Do you want to respond to this article? If so, click here to submit your thoughts and they may be published in print.



This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies - Learn More