New beer aimed at getting people to ‘hop on’ bus

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Three companies have teamed up to brew a special, one-off limited edition ale called Hop On which will be served in Ilkeston pubs.

The distinctive brew is named to encourage drinkers to leave their car at home and ‘hop on’ the bus to take them to their favourite watering hole at one of the Pub People’s venues across Nottinghamshire and Derbyshire.

The scheme has been thought up by Pub People, YourBus and Giltbrook-based Blue Monkey Brewery.

Mark Gallager, sales and marketing manager of the Pub People, said: “Local bus routes are important to real ale enthusiasts and many of our customers rely on buses to visit our pubs. Once we realised how many of our venues featured on busy YourBus routes it seemed obvious to offer our support.”

Sarah Taylor, marketing manager of YourBus, added: “We are really excited to launch Hop On and think it will really help support our campaign to get more people to travel by bus - customers can even use their ‘Genie’ card to get 15p off a pint of Hop On.”

The 4.1 per cent pale ale is officially launched today (Thursday), and will be available at Pub People pubs along the various YourBus bus routes. In Ilkeston, these include The Poacher on South Street and the Rutland Cottage on Heanor Road.