Good Planning needed for EI Charity Beer

Reading the Hospitality and Catering News it was heartening to learn that “EI Group’s exclusive Royal British Legion charity beer available to publicans from this week.” Having a charity beer is a great way to raise money for a worthy cause and of course EI have timed their beer just right to coincide with Remembrance Sunday on 11th November.  As one of our customer’s we appreciate that this must be a tricky planning exercise, as it is such a ‘one off’ event. How much should they produce and at what cost? Over what period should it be sold? Will it go to all pubs or just some of them? Answering these questions correctly, will maximise the amount EI can give to charity.