Full Circle taps into Tesco deal

A Newcastle brewery is taking its products to supermarket shelves nationwide through a new charity-led beer launch.

Full Circle Brew Co has partnered with The OddBalls Foundation to launch Hippy Jungle Pale Ale in 636 Tesco stores across the UK.

The 4.5 per cent pale ale has been created in collaboration with the testicular cancer charity, with ten per cent of sales donated to support awareness campaigns and early detection initiatives.

Designed to spark conversations around men’s health, the launch combines Full Circle’s craft brewing credentials with The OddBalls Foundation’s colourful branding and public awareness work.

Alongside the Tesco rollout, the charity’s mobile ‘OddPod’ awareness unit will tour locations across the UK, supported by public activations and educational resources encouraging people to ‘check yourself’.

Each beer pack also includes a QR code linking customers to summer giveaways from brands including Blackstone and Angus & Oink.

The collaboration marks the start of wider expansion plans, with ambitions to roll the product out to more than 1000 additional stores and other national retailers later this year.

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.”

Hippy Jungle is also launching on tap in bars and restaurants nationwide, with both organisations set to appear at London Craft Beer Festival in July.

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