Camden Town Brewery has pledged to give away 260,000 pints of its new beer when pubs reopen, allowing operators to make higher margins on every pint and help them recover as quickly as possible.
The new American Ale, called To the Pub, will launch on tap when pubs and bars reopen and will also be sold in 500ml cans in selected retailers in the run-up to 4 July. All proceeds from sales in the off-trade will go towards funding the cost of producing the kegs that Camden will be giving to pubs.
Founder of Camden Town Brewery Jasper Cuppaidge said: "Never would I have thought that the industry that's brought me so much, would need so much help to survive. It needs all of us, from brewers to beer drinkers, to help this industry get back to stable ground.
"By drinking To the Pub, whether it's a six-pack ordered online, a can you picked up at the shop, or enjoying as a pint in the pub, you'll be giving back to the hospitality industry when they need it most."
Camden Town Brewery first opened under the railway arches in Camden, North London, in 2010. Its second site, which opened in Enfield in 2017, was the largest brewery to be built in London in over 30 years. Its core range is served in around 3,000 pubs, bars and independent retailers across the country.