Midlands Air Ambulance Charity Says ‘Cheers’ For The Support!

Black Country craft brewery, Sadler’s Ales has re-launched one of its most popular ales to support the life saving work of the Midlands Air Ambulance Charity, naming the brew ‘Heli Hopper’.

Award winning Lye-based Sadler’s Ales, which has been brewing craft ales since 1900, chose to support the charity, as part of it’s commitment to giving something back to the local community. To launch the partnership, the brewery is donating five per cent of every cask of Heli Hopper sold to Midlands Air Ambulance Charity, which will help fund further vitally important missions in the region.

At 3.8 per cent, Heli Hopper consists of a pale hoppy flavour with a crisp and zesty character, and is expected to sell extremely well, both at Sadler’s Ales Windsor Castle pub in Lye and in local Wetherspoons public houses in the area.

Chris Sadler, fifth generation master brewer at Sadler’s Ales, is proud of the new relationship with Midlands Air Ambulance Charity, and states: “Following a period of very positive trading, we are expanding our brewery and moving to new premises in Lye, and creating new jobs in the process. We wanted to celebrate our success by building a relationship with a local charity, and couldn’t think of a better cause than the Midlands Air Ambulance.

“We chose to re-brand one of our most popular ales to Heli Hopper to maximise the amount of support we can give the charity, and are already extremely pleased with sales both on tap at our own pub and at pubs around the region.”

Adam Williams, regional fundraising manager for the Midlands Air Ambulance Charity, adds: “Support from local businesses and the general public is vital to maintaining our life saving service as each mission costs £2,500, for which we don’t receive any Government or National Lottery funding.

“We are very grateful to have been selected by Sadler’s Ales. The team has already shown a great level of commitment to our service as part of the relationship and we are extremely privileged to benefit from sales of our own branded Heli Hopper ale.”

Both Midlands Air Ambulance Charity and Sadler’s Ales encourages patrons to drink responsibly.

Missions completed since 1991: 50,563 | On average we airlift a child every four days | Road traffic collisions make up around 35% of the incidents we attend | The service airlifts on average four horse riders each week.