Fuller, Smith & Turner, the London brewer and premium pub company, is bringing back Wise Men – a seasonal beer that will also raise money for leading men’s health charity, Prostate Cancer UK. This is following the success of the beer last year, when it was initially launched as a Christmas beer. The beer will be available during December in Fuller’s managed and tenanted pubs and independent free trade outlets.
The beer is a 4.0% golden ale, with piney, tropical and citrus notes and hints of lemon and coriander on the palate. It is brewed with Saaz, Chinook and Bravo hops and then dry hopped with Sorachi Ace and UK hop, Jester. The beer is available on cask only.
It was officially launched yesterday [Monday 4 December]. Fuller’s will be donating 50p for every pint sold in its 198 Managed Pubs and £10 for every firkin sold to its tenants and free trade customers.
Prostate cancer is the most common cancer in men in the UK, and 11, 000 men die from the disease each year. By 2030, it is set to become the most commonly diagnosed cancer of all in the UK.
Money raised through Fuller’s pubs and their customers will help fund research into the diagnosis, treatment, and prevention of prostate cancer, as well as supporting men and their families who are affected by the disease.
James Beeby, Director of Fundraising at Prostate Cancer UK said: “We were delighted to find out that Wise Men was going to be back for the second year. Not only are Fuller’s raising money to help fund research for prostate cancer through selling and brewing the beer this Christmas, but they are also raising vital awareness of the disease among their customers. I’m looking forward to a pint very soon!”
Nick Corden, Retail Marketing Manager for Fuller’s, said: “I think this is a fantastic idea, raising money and awareness for an important cause with a delicious beer. After the success of Wise Men last year, it was a no-brainer to work with Prostate Cancer UK again this year and relaunch the seasonal beer.”