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26th April 2016

Incredible ale launched by Brakspear – New beer to raise funds for Sue Ryder

Incredible is a new beer, launched by Henley brewer and pub operator Brakspear to raise funds for Sue Ryder, as part of its ongoing partnership with the charity.

Incredible is a 3.8% ABV amber ale, named to reflect the ‘incredible hospice and neurological care’ provided by Sue Ryder. For every pint sold in its pubs, Brakspear will donate 10p to the charity. Incredible will be available until the end of 2016, with licensees able to stock it at any time.

Brakspear launched the partnership with Sue Ryder last autumn as its first ever estate-wide charity campaign. Since then, pubs have been busily raising money through a variety of events from quiz nights to music evenings, while many food-led venues have added a voluntary contribution to a popular menu item. To date, £8,010 has been raised, with many large fundraising activities coming up in the next few months.

Tom Davies, Brakspear chief executive, said, “We’re delighted to be supporting our pubs with Incredible. It’s an easy-drinking ale that will appeal to customers across all our pubs and we expect many of them to stock it, perhaps to coincide with a Sue Ryder event. We are confident it will add a significant sum to the monies already raised for this very worthy charity.”

Tracey Hancock, Head of Fundraising at Sue Ryder Duchess of Kent and Nettlebed Hospices, said, “Brakspear’s licensees have done a marvellous job in raising funds for Sue Ryder over the last six months and we’re impressed with their creativity and hard work. It’s great to see Incredible going into pubs: not only will the font on the bar remind customers of the incredible work we do in hospices and centres locally, but it will also be an easy way for them to support us while enjoying a refreshing pint.”

Incredible has a perfect balance of malt and hops and a dry biscuit taste. Pubs in and around Henley selling the beer include: Angel on the Bridge; Three Horseshoes; Bull at Wargrave and Hare & Hounds at Sonning Common.

The monies raised by Brakspear will be used by Sue Ryder to provide hospice care at the Duchess of Kent and Nettlebed Hospices, Charles Clore Unit, Newbury and Wokingham Day Hospice.

Sue Ryder provides hospice and neurological care for people facing a frightening, life-changing diagnosis. It aims to be safety net for patients and their loved ones at the most difficult time of their lives. Sue Ryder treats more conditions than any other UK charity in its hospices, neurological care centres and out in the community, as well as campaigning to improve the lives of people living with them.




Issued on behalf of: Brakspear


Twitter: @BrakspearPubs

Further information: ShielPorter Communications

07841 694137 / 01403 267971

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