Shepherd Neame’s Kentish premium ale is celebrating its 75th anniversary this year, and is commemorating that by trying to raise £75,000 for the RAF Benevolent Fund.
The latest promotion will run on limited edition bottles of Spitfire that feature the charity’s logo instead of its usual RAF logo, while bottle collars will draw attention to the competition.
Spitfire brand manager William Upfield said: “The chance to fly a Spitfire is an experience that money can’t buy, and we are delighted to be able to offer such a special prize to our customers. Spitfire Ale is a proud partner of the RAF Benevolent Fund, and an official partner of the RAF, and we hope that as many people as possible will support us in our year of fundraising to mark this significant anniversary and support those helped by the charity.”
The winner will go for a tandem flight in the historic fighter plane, and have the chance to take the controls – as well as getting to fly two other Second World War planes, a Tiger Moth and a Harvard.
The competition is also running online at spitfireale.co.uk, and will be promoted in social media.
Bottle labels will encourage consumers to donate £3 to the RAF Benevolent Fund by texting the word “Spitfire” to 70660.
Sheps is also boosting the profile of its Japanese lager brand Asahi by sponsoring a series of summer events.
It is backing the Boodles Tennis in Manchester this weekend, the John Butler Trio at the Asahi Sundowner Sessions in Newquay on August 25 and the Boodles Boxing Ball in London on September 12.
Asahi UK brand manager Samantha Catford said: “Asahi’s summer of events is an exciting mix of exceptional sporting and music partnerships celebrating out-of-the-ordinary moments and rising beyond expectations. The programme embodies the Asahi brand philosophy and increases the lager’s exposure among UK consumers.”