Seven Brothers Brewery has released a new Salford Lads Club lager to raise funds for the iconic youth club.
The Ordsall youth centre has launched a £250,000 appeal as it battles to stay open.
Seven Brothers is one of the companies which have stepped in to help keep the Salford landmark going.
The Salford-based brewery is releasing a new beer Salford Lads Club Helles lager, with £1.50 from each can sold going to the campaign.
Keith McAvoy, head of marketing at Seven Brothers, said: “Our links with Salford Lads Club go back quite a long time.
“Our dad was a member when he was about 15 as were our uncles as well.
“Since then, our brother, Kit, became a member. He was a member about 10 years ago so we’ve always had strong links with the Club.
“It’s really important to us that we do everything we can to help them whenever they need it. So yeah, we were really keen to see them stay open.”
He said: “It made it more personal to us, but we would have certainly got involved anyway.
“We’re a Salford brewery we grew up here. We’re Salford born and bred.”
Speaking about the new brew he said: “The new lager is pretty cool, actually. It’s just it’s a bit of a twist on our existing lager, bit more of a malty base. Hopefully the public will love it.
“We’ll certainly be selling it in pints in our own bars, but everyone will be able to get hold of it through our online web shop, and we’re going to be donating £1.50 for every can we sell.”
The club is more than 100 years old and has been a vital part of Salford for generations.
Salford City Council has donated £100,000, with local rock and roll legend Graham Nash donating £10,000.
Other musicians chipping in include the Courteeners who donated £5,000.
Salford Lads Club Helles Lager will be available at all Seven Brothers sites with some other pubs selling the beer soon.
@salfordnownews Salford’s very own Seven Brothers have created a new helles lager to raise funds to help keep Salford Lads club open. #Salford #SalfordLadsClub #SevenBrothers
The Full interview with Keith can be found here – Seven Brothers Interview
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