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Camden Town Brewery partners with Traid for launch of Chilly IPA
AB Inbev-owned Camden Town Brewery has announced a partnership with clothes waste charity Traid, whereby consumers can swap their pre-loved clothes for a can of the brewer’s new Chilly IPA this winter.
Touring Manchester, Leeds and London is Camden Town Brewery’s Chilly Traid Off – whereby consumers can swap their old clothes for a can of Camden’s new seasonal brew: Chilly Cold IPA.
The initiative hopes to encourage people to shop more sustainably this winter, while giving people the added benefit of a brew to enjoy for their efforts.
Some 300,000 tonnes of clothing end up in landfill every year in the UK – of which it is estimated 40% is in reusable condition, according to research conducted by Traid.
Camden’s new Chilly Cold IPA promises big, fruity flavour and frosty freshness from new world hops, while haze and mouthfeel come from its wheat.
Jose Baladron, TRAID’s Recycling Development Manager, commented, “We’re delighted to be partnering with Camden Town Brewery to keep clothes in use for longer. Our wardrobes are full of clothes we no longer wear or need and extending the life of the clothes we already have is one of the most environmentally beneficial things we can do to reduce our waste, water and carbon footprints.”
Fred Nesbitt, Head of Marketing at Camden TownBrewery, added: “We are so excited to be working with TRAID again for the Camden Chilly TRAID Off. There’s nothing we love more than good beer for a good cause, and we are encouraging Brits to dig deep into the back of their wardrobe this winter, to come down and donate any unwanted coats or jackets in exchange for our freshest new IPA. We usually have the pleasure of visiting Manchester and Leeds in summer for our Tank Party Tour, so we are really looking forward to heading on tour again this Chilly season!”
The Camden Chilly Traid Off will be touring the UK as follows:
- Leeds – Victoria Leeds, Sidney Street (15th November)
- London – Camden Beer Hall (16th November)
- Manchester – Trafford Centre (17th November)