AB InBev’s craft brewery, Camden Town, has launched a beer for healthcare heroes with all proceeds donated to charity.
Camden Heroes is a rebrand of the brewery’s classic Camden Hells lager in honour of NHS staff on the front line during the coronavirus pandemic.
With a 4.6% ABV, Camden Heroes is a mix between two German style beers, Helles and Pilsner.
Made using traditional German ingredients, it is brewed for four weeks using Bavarian lager yeast, Perle and Hallertau Traditional hops, and special house Pilsner malt from Bamberg.
Jasper Cuppaidge, founder of Camden Town Brewery, said: “We had so many people contacting us from hospitals asking for beers to replace their weekly pub team visits. We were more than happy to help but wanted to do more.
“That’s why we created Camden Heroes Lager to say a massive thank you to the amazing healthcare workers and show our support the best way we know how, brewing beer. We are so grateful to all the incredible frontline workers risking their lives during this global crisis. Let’s raise a socially distant cheers to UK health workers.”
Camden Heroes Lager is available to purchase online with all proceeds donated to charities supporting healthcare heroes. All NHS workers can claim a free six-pack by signing up to the online shop.
Earlier this year, the London-based brewery partnered with the Bumblebee Conservation Trust to a launch a limited-edition spring lager called Blooming Hells as part of its Seasonal Hells range.
© FoodBev Media Ltd 2023
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial