Ei Group launches cask beer initiative for The Clink

The UK’s largest pub company, Ei Group, is boosting its existing partnership with The Clink Charity as it launches an exclusive cask beer across its Ei Publican Partnerships estate.

Serving Time, a 3.6% ABV beer, brewed at Marston’s Brewery, Burton-on-Trent, will be available ‘on the dray’ four times a year, with the first opportunity in July and August.

From each sale of the beer, 25p will be donated to The Clink, which reduces reoffending by training and supporting prisoners into fulltime employment within the hospitality sector, upon release.

Ei Group partnered with The Clink Charity earlier this year, as part of its broad focus on promoting hospitality as a career of choice and transforming lives through offering individuals from all backgrounds opportunities that can lead to meaningful employment.

The English Pale Ale Serving Time is brewed with Cascade and Styrian hops to give a subtle citrus flavour and delicate bitter aftertaste. Ei Publican Partnerships’ publicans can order the beer directly online or via their Customer Account Manager.

Paul Harbottle, Group Commercial Director at Ei Group, said, “We’re thrilled to be involved with The Clink Charity and to bring this exclusive beer to thousands of publicans across the UK. Through this new brew, our publicans and customers know they are directly supporting an organisation dedicated to life-changing work. We’d encourage our publicans to put Serving Time on the bar and support this tremendous charity.”

Christopher Moore, Chief Executive at The Clink, added, “We’re hugely thankful to both Ei Group and Marston’s for their support with this exciting initiative. Through sales of this charity beer, we will be able to raise a significant sum of money that will be put towards helping to train offenders and supporting them upon release into employment and accommodation. The goal of this activity is to reduce the chances of them reoffending, reduce crime, thus making society a safer place.”

Michael Brown, National Account Manager at Marston’s, said, “We’re delighted to be supporting Ei Group and the great work The Clink Charity does across the hospitality sector through brewing this beer. We look forward to seeing it fly off the bar and raising money over the coming months.”