Newcastle brewery lands nationwide Tesco listing with charity beer launch

Newcastle-based Full Circle Brew Co has secured a major national retail listing,partnering with The OddBalls Foundation to launch Hippy Jungle Pale Ale in 636 Tesco stores across the UK.

The 4.5% pale ale has been brewed in collaboration with the testicular cancer charity, with 10% of every sale donated to support its work raising awareness and promoting early detection.

The launch is designed to reach those most at risk, with both brands using therelease to spark conversation and drive action.

Alongside the Tesco rollout, The OddBalls Foundation is taking its ‘OddPod’, a mobile awareness unit, on the road and appearing at locations across the UK. The campaign is also supported by the charity’s ‘Check Yourself’ guides and a series of public activations.

The beer takes inspiration from The OddBalls Foundation’s distinctive, colourful patterns, which are used as part of its branding to help start conversations around testicular cancer and make a traditionally difficult topic more visible.

Ben Cleary, Founder at Full Circle Brew Co, said, “This is exactly the kind of collaboration we want to be doing, something that goes beyond just brewing great beer. Our audience overlaps directly with those most affected, so we’re in a really good position to help drive awareness where it matters.

“It’s a huge opportunity for us to take something really important and put it in front of people at scale, and if it gets more people talking and checking themselves, then it’s done its job.”

Each pack includes a QR code giving customers access to a series of summer giveaways, with brands including Blackstone and Angus & Oink contributing prizes.

The launch marks the start of a wider rollout, with plans to expand into more than 1,000 additional stores and other national retailers later this year.

Hippy Jungle is also rolling out on tap across bars and restaurants nationwide.

Full Circle Brew Co and The OddBalls Foundation will also appear at London Craft Beer Festival in July, where the collaboration and wider range will be showcased.