Tesco joins forces with army charity

Tesco has launched a beer created by injured war veterans to raise money for British armed forces charity Help for Heroes.

Produced by Marston’s in partnership with Help for Heroes ambassadors Pete Dunning, Daniel Whittingham and Simon Brown, the 4.2% abv beer is due to go on sale at 250 Tesco stores across the UK with an RRP of £1.97 per bottle.

Five pence from every bottle sold will go to the charity, which supports the rehabilitation of injured members of the armed forces.

Explaining how the project came about, Tesco beer buyer Chiara Nesbitt recalled a chance meeting with Help for Heroes founder Bryn Parry at The Sun’s Military Awards last year.

“When I heard that Bryn was struggling to get a fundraising beer off the ground I was amazed,” she commented. “After he told me the type of ale Help for Heroes was looking to create I promised him that the beer would be sitting on Tesco shelves within a year.”

Describing the new beer as having “a very modern, zesty taste,” designed to target “the growing number of younger drinkers who are switching from lager to ale,” Nesbitt added: “Blonde beer has become really popular in the last few years as a result of that trend and as Marston’s have recently created similar brews we knew they would be perfect to help.”