Beavertown Brewery is encouraging members of the public to donate blood by offering free beer in exchange.
The recently relaunched Bloody ‘Ell, a blood-orange IPA, is now part of Beavertown’s core range (having previously been an annual release), and the first 500 people who visit the Tottenham-based brewery from 2pm on Saturday 25 May – and can prove they’ve signed up to be a blood donor – will get a glass of Bloody ‘Ell for free.
The initiative was launched following an appeal for more men to donate blood as there were more than twice as many female donors in England in 2018.
“The NHS says we need 400 new donors every single day to keep up with demand – so by celebrating Bloody ‘Ell with this ‘bloody’ twist, we want to smash that 400 target.
We’re giving craft beer fans who haven’t got around to giving blood another great reason to sign up and book in their appointments.” – Sam Millard, Beavertown Brand Manager
The new version of Bloody ‘Ell has been dialled back to 5.2% but packs more oranges than ever before, retaining the juicy malt bill but with a zestier juice hit, and at the reduced ABV, it’s more sessionable, too.
Been meaning to sign up to give blood? Head to the Beavertown Taproom from 2pm on Saturday 25th May – we're giving a free Bloody ‘Ell to the first 500 through the door who register as blood donors. NO blood will be taken on the day, just your sign up signature. pic.twitter.com/T4DiGd0UM9
— Beavertown Brewery (@BeavertownBeer) May 9, 2019