Greene King launches new Flanders Fields beer to mark centenary of end of WWI
Greene King is set to brew a special edition beer in partnership with The Royal British Legion to mark the centenary of the end of the First World War.
The beer, called Flanders Fields, has been developed by Greene King brewer Ross O’Hara with the help of former servicemen and women, using popular flavours from war time.
Matt Starbuck, Greene King’s managing director, said: “Like so many other long-standing businesses, Greene King and its employees were impacted hugely by World War One.
“The Royal British Legion provides invaluable support to servicemen and women today and we are proud to be able to support with this limited edition beer.”
The fruity ale will be on sale from October, with 20 pence from each pint donated to the Royal British Legion’s Thank You campaign, which aims to thank those who served or lost their lives in the war.
Claire Rowcliffe, director of fund-raising at the Royal British Legion, said: “Thanks to Greene King’s generosity, this special edition beer will raise much needed funds for today’s Armed Forces community, ensuring their service is never forgotten.
“The end of the centenary is the chance for us all to thank not only the British Armed Forces who fought and gave their lives, but the thousands who fought alongside them from countries from across today’s Commonwealth, and the countless men, women and children who played their part on the home front.”
Greene King, which lost 21 employees during the war, will also be partnering with The Royal British Legion to share stories from its archives, including employees’ memories and board minutes.