A new non-alcoholic beer has been launched by Gloucester Brewery to support the work of a life-saving charity and promote the importance of responsible drinking.
In collaboration with the Great Western Air Ambulance Charity (GWAAC), the brewery has developed new IPA Cheeky Chopper to help raise awareness of the work the charity does to provide critical care services to 2.1 million people across the south west.
The brewery also hopes to raise vital funds by donating 10 per cent of the sale of each beer to the charity.
Through the collaboration, the brewery also wants to promote responsible drinking, with some incidents attended by GWAAC having ties to excess alcohol consumption.
Geoff Smith, managing director of Gloucester Brewery, said: 'Our commitment to the community goes beyond crafting exceptional beer. Cheeky Chopper is a testament to our dedication to making a real impact.
'We're proud to donate 10 per cent of every sale to GWAAC, supporting their ongoing efforts in saving lives.'
Anna Perry, CEO of GWAAC, said of the partnership: 'We rely on community support to fund our critical care team and keep the ambulance in the air.
'Gloucester Brewery's commitment to our cause is commendable and will significantly contribute to our ability to save lives.'
The beer's branding features artwork by Bristol illustrator Andy Council which showcases landmarks within GWAAC's coverage area.
Cheeky Chopper will be available in keg and can formats for both trade and retail sales, with the official launch date set for Wednesday 14 February 2024.