Finchampstead-based Siren Craft Brew has raised £10,000 after achieving its unique ‘Lumina Hour’ goals.
The brewery, known for its adventurous and creative beers, set out to get its Lumina Session IPA pouring in 1,000 venues across the country and at the same time, aimed to trend on UK Twitter.
Thanks to the support of the beer community, #LuminaHour trended at number five in the UK Trends charts on June 30 – one place above WWE Smackdown, which was filming live in the UK at the time.
Donations have been made to Make A Wish Foundation, Launchpad Reading and Lymphoma Action UK – causes chosen by the Siren team.
The unusual campaign comes at a difficult time for the brewing industry, with the Society of Independent Breweries (SIBA) reporting that in 2022 twice the amount of breweries closed their doors than started up.
However, in spite of the challenging times, Siren is committed to supporting causes close to the hearts of its team and customers.
The campaign celebrated the third anniversary of Lumina, a beer launched during lockdown in 2020. It has fast become Siren’s best selling beer. The beer is gluten free, further adding to its universal appeal.
Darron Anley, founder of Siren Craft Brew, said: “It’s a real challenge as a small business right now to cut through, whether that’s getting into pubs where the big brewers have tied up all the access and restricted choice for consumers, or online where we see the big social media platforms unwilling to show our followers organic posts.
“#LuminaHour is an example of what can be achieved when the amazing beer community comes together, raising an incredible amount of money in the process.”
Last year, the brewery also raised more than £20,000 to support the humanitarian relief effort in Ukraine.
It held a three-day celebration of Oktoberfest last weekend at irs Hogwood Lane headquarters, which featured the ‘Siren Bier Hall’ marquee, traditional German food and drink and fancy dress.
