A brewery is making three new beers to raise awareness about testicular cancer.
The north Norfolk brewery, Moon Gazer Ale, is planning to launch the beers as part of a campaign to support the Norfolk-based male cancer charity, It's On The Ball.
The charity is celebrating its 10th anniversary this year.
The initiative, set to be supported by more than 70 pubs across Norfolk and Suffolk, aims to stimulate conversation around the disease and prevent unnecessary deaths among young men.
David Holliday, co-owner of the brewery and trustee of the charity, said: “We have supported the charity for many years and by producing a beer in January it really has helped pique the interest in men and get them chatting about a delicate subject.
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"However with the charity celebrating their 10th anniversary we wanted to do more for them and decided to do three completely new beers to hopefully widen the appeal and the message that no young man need die of this cancer.”
The beers are named to emphasise the importance of self-checking: Get Checking, Keep Checking, and Time To Check.
The campaign also seeks to highlight the community value of pubs as places where people can open up and discuss personal issues.
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Mr Holliday added: “Pubs are enormously important in their communities and the work that they do for charities, particularly small local charities who often struggle to find platforms for their message to be heard.
“Both the charity and ourselves are incredibly grateful for the support and helping us spread the message – which quite literally saves lives.”
The campaign will run until the end of January, with the beers available in pubs immediately after Christmas.
It's On The Ball is a charity run by survivors of testicular cancer and aims to spread the word that early diagnosis, through monthly self-checking, is key.
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