Cheers for Heroes!

GLASGOW, Scotland, November 23, 2013 /PRNewswire/ --

Help for Heroes and Tennent's on a Mission to Raise GBP500,000 with Launch of Charity Beer

Help for Heroes [ ] has joined forces with the historic Tennent Caledonian brewery for the launch of an official new beer for the charity - which aims to raise GBP500,000 to support the UK's wounded servicemen and women.

Beer drinkers are being urged to make a difference this Christmas and throughout 2014 by picking up packs of Help for Heroes-endorsed Tennent's Original Export [ ] when it arrives in Asda stores across the UK from mid-November and in other retail outlets from early 2014.

Over the next year, every penny of Tennent's profit from this charity edition of the
beer will go directly to Help for Heroes - which offers wide-ranging support to those who
have suffered life-changing injuries and illnesses whilst serving our country. This is
provided through grants to individuals, other Service charities and four Recovery Centres
across the UK which will offer support for life.

Tennent's Original Export is a premium beer brewed in Glasgow using the finest natural
ingredients. It has been specially packaged for the campaign in a newly designed bottle
featuring the blue Help for Heroes logo alongside the iconic red T of Tennent's.

The campaign couldn't be more fitting for Tennent Caledonian. There are few products
around today that could be enjoyed by UK troops hundreds of years ago, but Tennent's beer
is one of them. The Glasgow-based brewery has been producing and exporting fine beers
since 1740.

As the 100th anniversary of the start of WW1 approaches in 2014, the business was
inspired to do its bit for today's injured servicemen and women in need.

To celebrate the launch, veteran and Help for Heroes ambassador Jon Le Galloudec
[ ] was on hand
to welcome the first consignment of beer arriving at Asda in Bournemouth, not far from
Help for Heroes HQ, alongside members of the charity's fundraising team.

He commented: 'Tennent's is making a huge contribution to Help for Heroes with its new
promotion. For people like me, Help for Heroes has helped us find our own unique challenge
and provided support so we can try to achieve it. It's thanks to the support of companies
like Tennent's and the Great British public that we've been able to overcome our

Paul Bartlett, C&C Group Corporate Affairs Director, added: 'We are enormously proud
to be launching this new pack in partnership with Help for Heroes and to be supporting
such a worthwhile charity in the UK. Tennent's is a brewery with a great heritage of
making and sending beer overseas, and that includes during the first and second world
wars. It's fitting that we do something to support today's wounded heroes. Having spent
some time with the Help for Heroes team and the wounded they support, it's clear to me
that every penny raised really does make a difference in providing the lifelong support
that they and their families need. Tennent's Original Export is also a great beer that we
know UK drinkers will enjoy so we hope they'll pick up a pack and join us on our
half-a-million-pound mission.'

Help for Heroes-endorsed Tennent's Original Export is available at UK Asda stores
priced at GBP8 per 12x300ml pack. At least 50p from the sale price of each pack will be
contributed to Help for Heroes Trading Limited which Gift Aids all of its taxable profits
to Help for Heroes. Registered Charity Number 1120920.