Brewers have sent in excess of 600,000 litres of drinking water in beer tankers to the parts of central England stricken by flooding.
So far 23 tankers have arrived in areas in the Midlands and the South-west from brewers Greene King, Scottish & Newcastle, Inbev, Carlsberg and Coors.
British Beer & Pub Association director of communications, Mark Hastings, said: "With so much of the country severely affected by the floods, releasing these tankers is the least we could do to try to help people facing such a terrible situation."
Hastings added: "The brewing and pub trade is facing its own severe problems in places, with many pubs either cut off from their customers or flooded themselves. However, in this case, the complex logistics that are normally used to move beer around the country can be put to use to deliver water to those who need it most."
Meanwhile analysts KBC Peel Hunt have warned that the flooding could cost Midlands brewer and pub operator Marston's in excess of £11m in trading losses and resulting refurbishment costs.
By Christpoher Walton