Wise Men, a 4% ABV seasonal golden ale, was released at the Red Lion in Whitehall, central London.
The pub company will donate 50p for every pint and £10 for every firkin sold to its tenants and free-trade customers.
‘Important health message’
Prostate Cancer UK director of fundraising James Beeby said: “We are thrilled that Fuller’s are supporting us through brewing and selling Wise Men.
“This initiative will also raise awareness of a disease that affects one in eight men in the UK, and will hopefully get across an important health message.
“Our aim is to reach as many men as possible, and encourage them to take responsibility of their health.”
‘An important cause’
Fuller’s retail marketing manager Nick Corden said: “When we were approached by Prostate Cancer UK to support them during the Christmas period, it made sense to combine the two things Fuller’s is best at — brewing great beer and serving it in fantastic pubs.
“The new beer is already proving to be a big hit with our customers and it’s great to be raising awareness, and money, for such an important cause.”
Prostate cancer is the most common type of cancer in men and kills 11,000 each year.
More than 47,000 men are diagnosed with the cancer every year.
‘Tough times’ in tenanted division
Last month Fuller’s chief executive Simon Emeny told MCA sister title to The Morning Advertiser’s that the company will be focusing on boosting profits in its tenanted division.
The pub company is set to close 18 sites — roughly 9% of its tenanted estate — after figures in the group’s results for the 26 weeks to the 24 September showed that like-for-like profit in the tenanted division fell by 2%.
Emeny told MCA that it would be working with tenants to strengthen their offers to customers, particularly with food.