Bell's determined to help heroes
Diageo hopes to raise £1 million for the Help for Heroes charity with a new limited-edition bottle of Bell’s whisky.
The new 70cl bottles will go on sale with an rrp of £16.29 and feature the Help for Heroes logo.
It also displays the Gaelic battle cry “afore ye go” to mark links between the Bell’s family and the military that date back to the First World War.
A percentage of the proceeds from each bottle will go to the charity and Bell’s, the bestselling blended Scotch whisky in Britain, will also hold fundraisers throughout the year to meet the £1 million target.
The money will go to wounded and sick military personnel and their families.
Bryn Parry, co-founder and CEO of Help The Heroes, said: “We are delighted that Bell’s has joined forces with Help The Heroes to raise £1m for us.
“The money that the sales of Bell’s limited edition bottles will raise is greatly needed, hugely appreciated and on behalf of everybody that it will benefit, thank you.”