Liberation Ale

Discussion in 'All Anniversaries' started by salientpoints, May 19, 2004.

  1. salientpoints

    salientpoints Senior Member

    In honour of the 60th anniversary of D-Day, The Royal British Legion and Daniel Thwaites Brewery have joined forces to produce ‘Liberation Ale’. D-Day veterans, Chelsea Pensioners, Legion members and current armed serving personnel will attend the launch of this premium ale on 20th April, at The Stafford Hotel, St James Street, W1, home to the ‘Better ‘Ole Club’. This well-known club, which boasts members of the Royal Family in its guest book, was set up as a tribute to the American and Canadian officers who used the hotel as a base during World War II.

    ‘Liberation Ale’ is a premium bottled brand, (5.2% abv) and is a superbly balanced beer with an initial malty burst on the tongue with a subtle sweet overtone derived from the blend of Maris Otter and Pearl malts.

    “This year as the nation commemorates the 60th anniversary of D-Day we are delighted to be launching Liberation Ale as a tribute to the thousands of Servicemen who fought for our freedom on the beaches of Normandy and all those men and women who have served since then,” said Russell Thompson, Director of Fundraising and Marketing for the Legion. “As long as there is conflict in the world, the Legion will always be there to help those who have served this proud nation of ours, wherever and whenever they may have served.”

    For every bottle of ‘Liberation Ale’ sold Daniel Thwaites Brewery has agreed to make a generous donation to the Legion which will contribute to the £50 million which the ex-Service charity spends on carrying out its vital welfare work each year. It is hoped that sales of the bottled ale will raise at least £25,000, all of which will go towards answering the 300,000 calls for help which the Legion receives annually.

    Brian Jenkins, Sales and Marketing Director at Thwaites, said, "When the Legion approached us about the possibility of producing a commemorative beer we were only too pleased to get involved. We were already aware of the Legion's position as the UK's leading ex-Service charity, and of the marvellous support - financial, social and emotional - offered to thousands who have served and are currently serving in the Armed Forces and their dependants.”

    On sale from Monday May 24th, ‘Liberation Ale’ will be stocked by most supermarkets and cash-and carry stores across the UK until Christmas. So take a few minutes to remember our D-Day heroes by raising a glass of Liberation Ale and help The Royal British Legion to continue to provide essential welfare services to our ex-Service men and women.


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