UK: Nottingham Brewery launches new beer to support responsible drinking

The Radford-based Nottingham Brewery has agreed that 10p from every pint of its new beer, XXS, will go to the Alcohol Problems Advisory Services (APAS) in the frame of its funding programme against alcohol addiction.

The brew, XXS, was launched August 22 at the Nottingham Brewery's pub, The Plough Inn.

APAS said the move might raise a few eyebrows but it was a partnership which promoted responsible drinking and supported future projects. “It is amazing that we have to do this to maintain such an obvious service,” Nottingham Brewery co-founder Philip Darby said.

Nick Tegerdine, from APAS, said the name of the beer, a pun on the words "to excess", underlined the philosophy of the initiative.

"We were looking for a company that had similar values to us, that promoted responsible retailing, responsible drinking and quality and the Nottingham Brewery fitted the bill.

"It is ironic we have to take money from the brewing industry in order to keep these vital services going but that is the reality of it and we chose our partner carefully."

Philip Darby, sales director of the Nottingham Brewery, said: "The proceeds will keep the creche open at APAS and will also enable the phone line to be extended.

"It is amazing that we have to do this to maintain such an obvious service but that is how it is."