Heroes Lager to raise £1million for Forces Charities A new premium bottled lager is to be launched in February 2010 to help raise more than £1million a year for forces charities – and to help provide long-term care for our Nation’s Heroes.
Heroes Lager is being launched by a not-for-profit company called Beer Brands, which has announced that Afghan Heroes will be one of the first charities to benefit.
Beer Brands is owned by Wales’s oldest brewing family and the company will donate all profits after cost from the sales of the lager to four military charities. The other charities will be announced over the next few weeks.
Simon Buckley, sixth generation of the world famous Buckley brewing family,
said: “This lager is being brewed to the very highest standards and will become one of the nation’s favourites.
“Our aim is to raise significant amounts of money for the charities by making this lager widely available, and to give the consumer an easy opportunity to support our Nation’s Heroes.
“This new product will be available throughout the UK in supermarkets, pubs and off-licences and will cost no more than other well known brands.
“Heroes Lager will have broad market appeal to those serving in the forces, their families, and the millions of UK citizens who really want to help the nation’s armed forces personnel. We are convinced that this product is going to raise significant sums for the charities, and become a highly popular lager brand.”
Denise Harris, founder of Afghan Heroes and whose son Corporal Lee Scott died in Afghanistan in July 2009, said: “We’re delighted to be associated with this new lager and hope it will generate significant funds for our charity.
“Not only will people be able to support those affected by the conflict in Afghanistan, they will be able to raise a glass in honour of those who have given the ultimate sacrifice.”
Afghan Heroes was set up by a band of mothers who lost their sons in the bloodiest 24 hours to date of the Afghanistan war in July 2009.
Their mission is to establish a support network so that those who have lost loved ones due to the conflict know there is someone who can help them get over their loss. The mothers have also raised funds to send a box of goods to every front line solider currently serving in Afghanistan.
For further information please visit www.afghanheroes.org.uk
