Bell's determined to help heroes

17 October, 2012

Diageo hopes to raise £1 million for the Help for Heroes charity with a new limited-edition bottle of Bellís whisky.

The new 70cl bottles will go on sale with an rrp of £16.29 and feature the Help for Heroes logo.

It also displays the Gaelic battle cry ďafore ye goĒ to mark links between the Bellís family and the military that date back to the First World War.

A percentage of the proceeds from each bottle will go to the charity and Bellís, the bestselling blended Scotch whisky in Britain, will also hold fundraisers throughout the year to meet the £1 million target.

The money will go to wounded and sick military personnel and their families.

Bryn Parry, co-founder and CEO of Help The Heroes, said: ďWe are delighted that Bellís has joined forces with Help The Heroes to raise £1m for us.
ďThe money that the sales of Bellís limited edition bottles will raise is greatly needed, hugely appreciated and on behalf of everybody that it will benefit, thank you.Ē




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle Ė which makes it especially galling that we spend so much time divided over it.

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