This bank holiday, Beavertown Brewery, in Tottenham, is inviting craft beer fans to take a moment to stop thinking about beer and start thinking about blood.

In honour of the relaunch of fan- favourite Bloody Ell’ Blood Orange IPA, Beavertown is offering craft beer lovers the chance to try their blood orange-infused beer for free, in exchange for signing up to donate blood.

The first 500 craft beer fans who visit the Beavertown taproom at Lockwood Industrial Park, from 2pm on Saturday, May 25, will be invited to sign up to donate blood on the spot, in exchange for free Bloody ‘Ell beer — and the knowledge that by signing up to donate, they could save up to three lives.

Fans can also sign up in advance at blood.co.uk and simply show their confirmation e-mail to staff once they’ve signed up, or a registration e-mail if they’re a regular donor.

Remastered Bloody ‘Ell

Blood donors will have the chance to be among the first to try Beavertown’s remastered Bloody ‘Ell, with a reduced ABV of 5.5%, and a juicy malt bill combined with citrusy, hoppy top notes. The brew packs more blood oranges than ever before to give a heady, zesty juice hit.

Sam Millard, brand manager at Beavertown Brewery, said: “Giving blood is something all of us would like to get behind, from our staff, friends and family, and our customers whose lives have been saved by blood donations.

“The NHS says we need 400 new donors every single day to keep up with demand, so by celebrating Bloody Ell with this ‘bloody’ twist, we want to smash that 400 target. We’re giving craft beer fans who haven’t got around to giving blood another great reason to sign up and book in their appointments.”

Earlier this year, the NHS Blood & Transplant service called for more men to donate, as more than twice as many women donated blood compared to men last year. Male blood is used to create life-saving products, like plasma and platelets, which can treat victims of burns, car crashes and patients with cancer.

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