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28th November 2011

Tetley’s kicks off Help for Heroes campaign


Tetley’s is launching a programme of support for Help for Heroes which aims to raise at least £100,000 for the charity during 2012, as well as helping licensees to engage customer support for the charity.

The fundraising campaign will include a specially-brewed Tetley’s Help for Heroes seasonal cask ale, available in February. Tetley’s brand owner Carlsberg UK will make a donation to the ex-serviceman’s charity for every pint sold.

, Tetley’s Brand Manager, says: “Based on the usual sales of Tetley’s seasonal ales, we expect to raise at least £10,000 from the Help for Heroes ale alone – and sales are likely to be boosted because Help for Heroes is one of the most popular fundraising causes in UK. Enabling customers to show their support, while enjoying a great pint of cask ale, is a win-win for both licensees and the charity.

“Help for Heroes’ work is close to the hearts of Tetley’s drinkers, many of whom will have granddads, fathers and other family members who have seen active service in the Armed Forces, or will have been directly involved themselves.”

“With events such as the Queen’s Diamond Jubilee, the Euro 2012 finals and the London Olympics taking place next year, Tetley’s support for Help for Heroes will further help tap into patriotic spirit of the nation with a cause close to many people’s hearts.”

There will also be a new Tetley’s Help for Heroes bottled ale, as well as promotional packs of canned ales Tetley’s Smooth Flow.

The partnership between the ale brand and the Help for Heroes kicks off with Tetley’s sponsorship of the Heroes Rugby Challenge, taking place at Twickenham Stadium on Saturday December 3.

The match will see England World Cup winners, Lawrence Dallaglio and Jason Leonard, along with Welsh legend, Ieuan Evans, manage the Help for Heroes Northern Hemisphere XV. They will take on an all-star Southern Hemisphere XV side which will be overseen by Australian and All Black World Cup winners Michael Lynagh and Sean Fitzpatrick.

Both teams will be comprised of players selected from the professional game, the best players from the Armed Forces, and the pick of young Academy players. The match aims to raise at least £1m for the charity.

Shirman adds: “Tetley’s is very proud to be sponsoring the Heroes Rugby Challenge at Twickenham, launching our support for Help for Heroes by Tetley’s during 2012.

“As well as the money raised directly through the sale of Tetley’s Help for Heroes ale, Carlsberg UK employees will also be raising funds through sponsored activities. We’re putting together a team to take on the 3 Yorkshire Peaks challenge.”

Help For Heroes was founded in 2007 and has already distributed more than £100m to projects which support ex-servicemen and their families. The charity has a £60m ‘wish list’ of further projects, and with British servicemen still in action in Afghanistan and elsewhere, sadly the number of projects which need Help for Heroes support continues to grow.

Tetley’s Help for Heroes seasonal ale will be available to order at


Carlsberg UK Communications: John Porter 07734 054389