A Birmingham Brewery has launched a non-alcoholic beer to raise money for Midlands Air Ambulance and support the #DryJanuary campaign.
The Brum Brewing Company has launched its Sober Brummie beer where 5% of their sales would go to the Midlands Air Ambulance for the next 12 months to celebrate their 30th anniversary.
The company has created its non-alcoholic product in support of alcohol abstinence month and the #DryJanuary campaign.
“Midlands Air Ambulance is the perfect fit for this Brew, as it’s the best Brummie beer to enjoy when you are on driving duty. The crew respond to many road traffic accidents where alcohol has been involved, so this tasty alternative hopes to raise awareness and money,” said Brum Brewery.
The initiative comes after Brum Brewery had raised £1,000 for four charities in Birmingham as their way of contributing “in some way to the fight against Covid-19.“
Dry January is a campaign launched in 2013 by Alcohol Change UK – a charity who promote alcohol abstinence in the month of January. The campaign helps people change their drinking habits and drink more responsibly throughout the year.
According to Alcohol Change, almost 9 million adults in the UK are consuming alcohol more often since lockdown, whereas 14 million are not drinking as frequently as they were or they have stopped drinking.
“We hope to give people alternatives so that everyone can enjoy our Brummie beers”.
The Alcohol Change UK has launched an app and coaching emails for those who would like to sign up for Dry January.
