Poppy Beer, Ei Group’s exclusive beer in partnership with The Royal British Legion, has proved a winner with customers with over 118,000 pints bought across pubs in its estate.
The 3.6% ABV beer was available exclusively to publicans across the Ei Publican Partnerships estate in advance of Remembrance Day on 11 November, as well as being on the bar in Craft Union and Bermondsey pubs, part of Ei Managed Operations, and also some select Ei Managed Investments pubs.
This year, Ei Group boosted its contribution and donated 20p from every pint sold. In total, more than 1,000 pubs stocked the beer and, through sales of the brew, raised the sum of almost £25,000 for the charity, which provides valuable lifelong support for Service and ex-Service men and women and their families.
This year’s figure doubles the amount the Group has raised through Poppy Beer sales over the past two years through the ongoing partnership.
Further support this year was provided with point of sale kits to help publicans raise awareness and drive sales, including a refreshed patriotic design for the pump clip.
James Armitage, Group Services Director at Ei Group, said: “We’re absolutely delighted to have raised such a great sum of money through sales of Poppy Beer. The Royal British Legion is such a worthy charity undertaking fantastic work to support our Armed Forces so we are pleased to be able to continue our contribution. By selling Poppy Beer our publicans know they are directly supporting a wonderful charity that improves the lives of the Armed Forces community and their families. A big thank you to all those involved.”
Claire Rowcliffe, Director of Fundraising at The Royal British Legion, added: “We are incredibly pleased and lucky to have worked with Ei Group once again in 2017. Poppy Beer has proved very popular over the last three years and we’re thrilled with its success. The fantastic amount donated to the Legion will enable us to continue our work providing vital care and support to the Armed Forces community.”
Ei Group has also confirmed that The Royal British Legion will be its chosen charity partner for its inaugural Awards for Excellence, which celebrates the best pubs across the group across a number of categories. The awards are scheduled to take place on 10 July next year.