Duration Brewing has launched a charity beer, On The Ball, supporting the work of Norwich City Community Sports Foundation.
The light lager is crisp, refreshing, and gluten free, and available in can and on draught.
50p from every pint or can sold will support projects at The Nest, the foundation’s beating heart, driving inclusion through community- and sports-based projects to help people living with disabilities and their families in Norwich.
The idea for ‘a beer for good’ came about through sport — Jade Nicholson, from the foundation, and Miranda Hudson, from Duration, both play for the currently undefeated West Norfolk Women’s Team.
Last autumn, they turned the brewery’s Oktoberfest event into a charity fundraiser for the foundation and got the whole squad out in support. Together, they raised more than £3,500 for the foundation, and now they are making a charity beer together.
“Playing sport got me through lockdown,” said MIranda. “It’s how I met Jade… After the success of Oktoberfest, we got chatting and decided to take it a step further — with a charity beer.
“For drinkers it’s easy — just by drinking it you are doing your bit, as Duration will donate 50p from every pint or can sold to the charity. We all win with this beer. It’s gluten free, too!”
Enriching lives
The duo enlisted the help of Duration’s illustrator Shaun Lynch to make the artwork for the beer, and animator Dan Smith, aka @littlenorwich on Instagram, to make a promo video of the beer and the projects at The Nest that proceeds from the sale of the beer will support. Dan’s animation-style short films using drones in and around Norwich have been a hit online — he recently made one for Norwich City, too!
“It’s been such a fun project to work on, with so many elements bringing what it’s about to life, said Jade. “Dan’s animation shows how the projects at The Nest can enrich people’s lives, and the work of the foundation, and Shaun’s artwork on the can focuses on a fan’s matchday experience at Carrow Road.
“It’s been great to link the work of Norwich City Community Sports Foundation with Duration Brewing and support a fantastic local business. We’re really excited to be working together going forward. We can’t wait to launch the beer in time for the new 25/26 football season — I’ll certainly enjoy a pint or two on match days, knowing it’s helping great causes.”
