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8th April 2014

TCG onto a winner with Alastair Cook ale

Howzat! Managed pub and bar operator TCG has secured an exclusive listing for Alastair Cook Benefit beer, a new cask ale from Brentwood Brewing Company, brewed to mark the benefit season of the Essex and England cricketing legend.


The 3.8% ABV golden ale will be launched on 16 April at the Golden Fleece in Chelmsford, with Cook himself pouring the first pint. The beer will be on sale in 20 TCG pubs in London and Essex exclusively for one month, with a percentage from each pint sold going to the Alastair Cook Benefit Fund, supporting four charities.


The Golden Fleece is one of TCG’s top cask ale pubs and general manager Brett Sanders has been a driving force behind the launch of the beer.  It is the latest in a series of cask ales marking Essex Cricket Club players’ benefit seasons, brewed by Brentwood and showcased at the Golden Fleece, including  ‘The Only Way is Six’ for Graham Napier and ‘Fozzy’ for James Foster.


TCG chief operations officer Nigel Wright said, “We’re delighted to have this initial exclusive listing of a beer linked to one of the biggest names in cricket. Cook’s name and image on the pump clip will resonate with his many fans in and around Essex and we’re confident the beer will sell well in our pubs.”


Sanders said, “The launch of Alastair Cook Benefit beer at the Golden Fleece has been made possible by our great relationship with Brentwood Brewing Company and Essex Cricket Club. We’re looking forward to welcoming Alastair next month and are proud to be the first pub to sell a beer that celebrates his career and raises money for several deserving charities.”


Alastair Cook Benefit beer will be on general sale from 15th May, from the Brentwood Brewing Company  Four charities will benefit from sales: MIND, Chance to Shine, The David Randall Foundation and The PCA.



Notes to editors

  • TCG operates a diverse estate of 69 managed pubs and bars nationwide.
  • The business has a strong foothold in London, with high-profile sites such as the flagship Tattershall Castle floating bar and restaurant on the Embankment. 

·         The estate stretches across the country from Aberdeen to Newquay, and from Cardiff to Norwich.  It includes late night bars, community and sports locals, student venues and quality town centre pubs, as well as a number of trading formats, such as the Henry’s Café Bar brand, Eerie Pubs and the King’s Feast food concept.


Issued on behalf of:    TCG

By:                               ShielPorter Communications

Further information:    Ros Shiel: / 07841 694137

                                    John Porter:  / 07734 054389