To mark the 70th anniversary of the Dambusters raid this May, award-winning brewer Thwaites has launched its ‘Give a Damn’ campaign.
The family owned brewer is commemorating RAF No. 617 Squadron’s legendary bombing of the German dams in Lancaster Bombers on 16 and 17 May 1943, by donating five pence from every pint of its premium Lancaster Bomber bitter sold on the anniversary, to charity Leonard Cheshire Disability
The partnership will run for 12 months with an initial fundraising target of £50,000. It honours the charity’s founder – Group Captain Leonard Cheshire – and his leadership of No. 617 Squadron for eight months during World War II. Cheshire became one of the youngest Commanding Officers and the most decorated bomber pilot of the conflict upon the award of the Victoria Cross in 1944.
Today, Leonard Cheshire Disability is the UK’s largest charity providing services to disabled people. It supports thousands of people with physical and learning disabilities to live the way they choose, and helps them achieve what is important to them.
Thwaites is looking to recruit an additional 617 outlets, which they’ll be encouraging to show their support for Leonard Cheshire Disability and for others connected to the Dambusters raid by posting on to the dedicated ‘Give a Damn’ Facebook page. They will also be providing participating outlets with POS material including ‘Show You Give a Damn and Raise a Glass’ posters, ‘Give a Damn’ pump clips and drip mats featuring details of the charity partnership. Those who post photos on to the Facebook page, showing they “Gave a Damn” – will receive one of 617 commemorative ‘We Gave a Damn’ plaques.
There is still opportunity for retailers to be involved and the brewer would like to encourage any outlets keen to stock and sell Lancaster Bomber, especially those with links to the event to contact Thwaites on customercare@thwaites.co.uk.
Steve Magnall, managing director of Thwaites Beer Co, said: “The Dambusters raid was one of the most famous and significant moments of the Second World War, and the fleet of Lancaster Bombers which were flown by No. 617 Squadron during the raid is the namesake of our popular 4.4.% ABV English bitter, Lancaster Bomber. It was important that we marked the 70th anniversary of the raid with a fitting tribute and the ‘I Give a Damn’ campaign has been devised to ensure we all remember and honour the bravery of the men who fought and sacrificed their lives.
“The link-up with Leonard Cheshire Disability works on two levels: firstly it is a worthwhile charity which provides invaluable services to disabled people and secondly, it has incredibly strong links with the Dambusters through its founder Leonard Cheshire. With a five pence donation from every sale of Lancaster Bomber sold on 16 and 17 May and through other fundraising initiatives over the year, we’re aiming to raise at least £50,000. I hope that retailers and consumers alike will raise a glass and both mark this event and support Leonard Cheshire Disability.”
Hugo Middlemas, director of fundraising at Leonard Cheshire Disability, said: “We’re thrilled that Thwaites has chosen to support us as part of the Dambusters anniversary activity. Our founder’s place in the history of No. 617 Squadron is incredibly important, so we’re delighted that Thwaites has recognised this and will be raising much-needed funds to support our vital work with disabled people today.
“We urge as many people as possible to show that they ‘Give a Damn’ and buy a pint of Lancaster Bomber bitter on the anniversary of the Dambusters raid. The money raised will help fund accessible transport, activities and volunteer support to enable disabled people who use our services to live life to the full.”
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For further information please contact:
Marie O’Connor at Good Relations Regional on: 01625 506441 / 07713393581 / moconnor@
Terry Gilligan at Good Relations Regional on: 07713393581/ tgilligan@
Thwaites Lancaster Bomber
A 4.4% premium English bitter, Lancaster Bomber was the Gold Medal Winner in the European Beer Star awards 2011 and Silver medallist in the International Beer Challenge 2012.
About Daniel Thwaites
Daniel Thwaites is the North of England’s major independent family brewer. Founded in 1807, Thwaites has a rich heritage providing welcoming hospitality and award-winning beers that are brewed with skill and care from the highest quality ingredients.
Based at The Star Brewery in Lancashire , Thwaites owns an estate over 340 pubs, a small but growing group of characterful coaching inns and six four-star full service regional hotels and spas, which trade under the Shire Hotels banner.