Berkshire's Siren Craft Brew donates £10,000 to charities
Berkshire-headquartered brewer Siren Craft Brew has donated £10,000 to three charities after the company achieved a milestone moment for its best-selling ale.
The 'Lumina Hour' campaign celebrated the third anniversary of the firm's Lumina beer, which was launched during lockdown 2020.
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Lumina is 4.2% strength and has subtle peach and apricot flavours and Siren have it to thank for most IPAs and pale ales in its flagship range.
The campaign saw the firm attempt - on June 30 this year - to get its Lumina Session IPA pouring in 1,000 venues across the country and at the same time, aimed to trend on UK Twitter/X and thanks to support from the beer community, #LuminaHour trended number 5 in the UK Trends charts - one place above WWE Smackdown, which was filming live in the UK at the time.
As a result, the company has donated to Make A Wish Foundation, Launchpad Reading and Lymphoma Action UK - causes chosen by the Siren team.
"It’s a real challenge as a small business right now to cut through, whether that’s getting into pubs where the big brewers have tied up all the access and restricted choice for consumers, or online where we see the big social media platforms unwilling to show our followers organic posts," said Darron Anley, the founder of Siren Craft Brew.
"#LuminaHour is an example of what can be achieved when the amazing beer community comes together, raising an incredible amount of money in the process."
Deborah Laing, director of fundraising and communications for Lymphoma Action said: “Everyone at Lymphoma Action is so grateful to Siren Craft Brew for their generous contribution."
Katrina Shaw, partnerships lead at Make-A-Wish UK, added: "We're really grateful to Siren for their help to give critically ill children a chance to have their wishes come true."
Elsewhere, senior fundraising manager at Launchpad Reading, Fiona Keyte, said: "In the past year, we’ve helped 1,400 people across Reading who were homeless or at risk of losing their home and demand across our services has gone up by 30% - so support from passionate local businesses like this helps us to continue doing what we do as the cost-of-living crisis continues to affect everyone."
Stated a decade ago with a team of three, Siren Craft Brew now has over 60 people and brewed the equivalent of almost four million pints (over six million cans) in 2022.
It now exports to 25 countries worldwide, self-distributes throughout the UK and is stocked by Sainsbury's, Waitrose, Morrisons, Asda, leading chains plus independent pubs, shops, and restaurants (including Michelin starred sites).
It also sells direct to the consumer through its website and on-site tap room.
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