The Only 6 Pack You Need This Summer:
People’s Captain teams up with iconic swimwear brand Budgy Smuggler to launch craft beer for Mental Health Awareness Week
* Launching on 15th May, ‘Flamin’ Good Pale’ is a dry, crisp pale ale boasting citrus and stone fruit notes
* The collaboration aims to promote the power of sharing a drink to check in with friends as a simple yet effective way to start important conversations
May 2023: Craft beer brand People’s Captain has teamed up with swimwear giants Budgy Smuggler to announce the launch of “Flamin’ Good Pale”. The new product – a dry, crisp pale ale – is set to be a
hit with beer lovers and sun worshippers alike, boasting citrus and stone fruit notes that position it as the perfect drink for the upcoming summer sessions.
The product’s brightly coloured can and packaging design oozes connotations of positivity, summer vibes, and relaxation, with a sunglass-wearing, beer-drinking flamingo front and centre. To accompany the beer, there is a limited range of Men’s Smugglers and Women’s Smugglettes One Pieces also being released in the same vibrant design.
Flamin’ Good Pale launches to coincide with Mental Health Awareness Week, which focuses this year on the theme of anxiety. The product launch leads with the strapline: “The Only 6 Pack You Need This Summer”, encouraging body positivity as the return of warm weather prompts Brits to fish out their Budgy Smugglers from the back of their drawers. A survey [2] from the Mental Health Foundation shows over one-third of British adults feel anxious because of their body image.
Founded by ex-Rugby professional Greg Bateman, People’s Captain’s mission is to encourage consumers to make their social moments count, after Greg himself experienced first-hand how a pint with a mate can act as a vital platform towards prioritising your mental health.
“We’re thrilled to be partnering with a brand as iconic as Budgy Smuggler,” said Greg Bateman, founder of People’s Captain. “With the warm weather returning, Budgy Smuggler’s feel-good brand felt like a natural fit to work with to promote mental health and body positivity during the summer months. What we’ve produced is what the name suggests, a flamin’ good ale, and we hope this beer will be as refreshing as it is inspiring for people to reach out and connect with others.”
10% of sale proceeds will go towards the People’s Captain Foundation. The foundation sits at the heart of the People’s Captain brand, and is on a journey to raise £1m to support mental health initiatives across the UK. By purchasing this product, consumers can enjoy a refreshing drink while contributing to a great cause.
Bridget De Jong, Social Smuggling Strategist at Budgy Smuggler, commented: “We’re stoked to be working with People’s Captain to release this limited edition Flamin’ Good Pale. It truly is the only 6
pack you need this summer. We hope it can encourage people to crack a beer with their mates, start a conversation and have a laugh”.
The limited-edition 6 pack will be available to purchase for RRP £15 from the People’s Captain’s and Budgy Smuggler UK websites on 15th May. Customers can expect a pale ale that not only tastes great but
also comes with a positive message. As the weather gets warmer, there’s no better time to crack open a cold beer, enjoy the sunshine, and start a conversation with your friends. People’s Captain and Budgy Smuggler will certainly cheers to that.
