Marmalade Best (3.4% ABV), will be available in Star Pubs and through Heineken UK for on-trade customers from mid-July to the end of October, including during Cask Ale Week.
In addition, 20p from every pint sold will be donated to the Marmalade Trust charity, the firms charity partner, to go towards supporting those experiencing loneliness.
Each firkin will come with a Marmalade Best pump clip featuring a QR code linking to Marmalade Trust’s website for more information on the charity and the support available.
Raising awareness
PoS kits will also be distributed to participating pubs alongside ‘conversation starter ideas’ to encourage pubgoers to talk to one another.
Star Pubs managing director, Lawson Mountstevens, said: "The bar is the focal point of any pub, so what better place to raise awareness of Marmalade Trust and the work it does to support people experiencing loneliness, than to have a dedicated charity ale?
“The launch of Marmalade Best will be a conversation starter between staff and customers. In addition to raising money for this great cause, it will also draw attention to this important subject and the charity."
The collaborative new brew has been created using Admiral and Emperor hops to create a refreshing, golden beer with soft, citrus notes.
Refreshing ale
Star Pubs collaborated with Timothy Taylor’s to brew the ale, as well as hops producer Charles Faram, who provided the hops free of charge, knowing it was for a charitable cause.
So far, the funds raised by Star and Heineken UK throughout the charity partnership with Marmalade Trust have helped provide 222 Christmas lunches, doorstep visits and hampers.
In addition, the funds have also supported 400 hours of telephone conversations between 115 volunteers and members through the charity’s companion scheme.
Marmalade Trust founder and CEO Amy Perrin said: “I am excited for the launch of the Marmalade Best, giving people a refreshing ale which they can enjoy in pubs across the country.”
