Written by Team Siren

Lumina Hour Sparks £10,000 Donation - Thank you!

Lumina Hour Sparks £10,000 Donation - Thank You

Now that the dust has settled and we’ve completed our second and final week of sunshine, we’d like to take the opportunity to thank you all for your support this fine British summer.

It’s been a pleasure to see you at so many events, festivals and pub gardens all over. From London Craft Beer Festival, to Leeds International to the Swallowfield Show just round the corner from the brewery, it’s been an absolute pleasure.

However, perhaps the highlight was your help in our £10,000 donation to charities around the 3rd Anniversary of our now best-selling beer, Lumina.

We set an audacious target to get the beer pouring in 1,000 venues across the country, and at the same time, to trend on UK Twitter/X.

Thanks to a swell of support from the beer community, #LuminaHour trended number 5 in the UK Trends charts on 30th June - 1 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 - a mix of causes chosen by the Siren team.

The campaign celebrated the third anniversary of Lumina, a beer we launched in lockdown 2020. It has fast become our most popular beer, which we love for its accessible, sessionable strength at 4.2%, juicy hop flavours and aromas of tropical fruits. The beer is gluten free, which we hope adds further to its universal appeal.

It’s been a rough few years for the brewing and hospitality industries, but we stay committed to supporting causes close to the hearts of our team and customers and cannot thank you enough for getting behind these kinds of initiatives. Click here for a roundup of our charity and community efforts.

In particular, we’d like to thank all of our customers in pubs, bars and restaurants around the country who got involved and helped us to spread the word. We saw a whole host of good news stories, with sites like Overdraft in Winchester selling through 2 kegs in a record short space of time, and Saxon Bar in Christchurch trying Lumina on Cask for the first time ever, and after selling through a firkin in the evening, including it in every order since.

Speaking about the project, our Founder Darron 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.”

Massive thanks, and please check out the charities involved:
Make A Wish Foundation, Launchpad Reading and Lymphoma Action UK