Businesses across the country are set to benefit from the tournament as the football "feelgood factor" drives up consumer spending and the Farnham-based brewer is a prime example of how small businesses can get involved in the celebrations and make the most of a summer of football.
The ale, named Three Hogs, has been designed to reflect the three lions crest and is a quintessentially English golden ale; at 4% ABV, brewed with locally grown Fuggles hops, among others, and a selection of English malts.
The pump clip substitutes England’s three lions with three Hogs Back hogs and describes the ale as ‘a beer of two halves’: refreshingly hoppy up front, followed by a balancing bitterness and a hint of sweetness to finish.
Hogs Back Brewery managing director Rupert Thompson said: “The Euros are going to be screened in thousands of pubs, with crowds of supporters rooting for England.
“There’s no better way to toast the team’s triumphs, or commiserate if things don’t quite go their way, than with a pint of refreshing English ale brewed in their honour.
“We’d love to think that Vardy and Kane can lead the England team to Euros victory but, more pragmatically, we’d advise licensees to learn from the national team’s performance over the last 50 trophy-less years, and make sure Three Hogs is on tap for the group stage through to quarter finals, rather than the later matches.”
If England do defy the odds to reach the final, Hogs Back is offering a free pint of beer to any customer who visits its brewery shop in Tongham on Saturday 9 July to stock up for the big match on the Sunday.
Hogs Back Brewery is building a reputation for beers that offer a humorous take on events of national importance.
Others include ‘Hogswallop’, based on the EU Referendum, and ‘England’s Mourning Glory’, which marked the national rugby team’s early exit from the World Cup.