Heineken UK unveils charity fundraising cask ale

HEINEKEN UK’s pub business, Star Pubs1, has teamed up with Timothy Taylor Brewery to introduce limited-edition cask ale called Marmalade Best. This initiative aims to raise funds for the UK’s loneliness charity, Marmalade Trust2, in support of individuals experiencing loneliness. Marmalade Best gives a nod to marmalade with its soft citrus notes and will be available for sale in Star Pubs and through HEINEKEN UK’s on trade customers from mid-July to the end of October, including during Cask Ale Week. For every pint of Marmalade Best sold, Star Pubs will donate 20p to the charity.

To create the ale, Star Pubs collaborated with Timothy Taylor’s and hops producer Charles Faram, who generously provided the hops for this special ale free of charge, knowing it was for a charitable cause.

Marmalade Best is a beer brewed at 3.4% ABV, which includes Admiral and Emperor hops to create a refreshing, golden beer with soft, citrus notes. 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.

Point-of-sale kits will also be distributed to participating pubs with conversation starter ideas to encourage pubgoers to talk to one another.

Says Star Pubs Managing Director, Lawson Mountstevens: '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.'

Amy Perrin, CEO and founder of Marmalade Trust says, “I am excited for the launch of the Marmalade Best, giving people a refreshing ale which they can enjoy in pubs across the country.”

So far, the funds raised by Star Pubs and HEINEKEN for Marmalade Trust have helped provide 222 Christmas lunches, doorstep visits, and hampers. The funds have also enabled 400 hours of telephone conversations between 115 volunteers and members through the charity’s companion scheme.