Wise Men Beer returns for third Christmas


Fuller's has joined forces with Prostate Cancer UK for the third consecutive festive season to brew the hugely popular Wise Men – a beer designed specifically to raise money for, and awareness of, prostate cancer. 

One man dies every 45 minutes from prostate cancer in the UK and one in eight men are affected by the disease. 

Wise Men is a 4.0% ABV golden hoppy cask ale, which we hope will start a potentially life-saving conversation while also raising much needed funds for research that saves men’s lives. The festive tipple will be available in pubs from Monday 10 December.  

Each pint sold will raise 50p for Prostate Cancer UK, which will be used to help fund research into the diagnosis, treatment and prevention of prostate cancer, as well as supporting men and their families who are affected by the disease.  

Wise Men will be available in Fuller’s 198 managed pubs from 10 December and usually sells out before Christmas.

Men share a pint of Fuller's Wise Men beer, brewed to raise money and awareness of Prostate Cancer UK.

Raising awareness of prostate cancer

Fuller’s Marketing Director, Jane Jones, said:

“In the past two years, Wise Men has been very successful – people love the beer and we’ve raised £30,000 for Prostate Cancer UK so far. But it’s about raising awareness as well as fundraising. 

“We want to encourage men to understand their risks of prostate cancer and, if they have concerns, to speak to their GP. Having those simple conversations can save lives.”

James Beeby, Director of Fundraising at Prostate Cancer UK said:

“After two successful years, we are incredibly grateful to Fuller’s as Wise Men beer returns for a third time in 2018. 

“We stand together with Fuller’s in our quest to change the game for men and their families and this gives us an opportunity to reach customers in their local pubs and encourage them to talk about their health this Christmas.

“One man dies from prostate cancer every 45 minutes – it’s the most common cancer in men, but we want to make prostate cancer a disease that the next generation of men do not fear. The money raised will fund ground-breaking research to help fight this disease and the awareness generated across the length and breadth of the country will be vital in helping stop prostate cancer being a killer.”

 A pint of Fuller's Wise Men cask ale, brewed to fundraise for Prostate Cancer UK.

Wise Men know their risks

Prostate cancer is the most commonly diagnosed cancer in men, with over 400,000 living with and after the disease in the UK. Often prostate cancer doesn’t have any symptoms, which is why it is important that men are aware of those at higher risk of the disease. 

James explained further: “Men over the age of 50, men who have a family history of the disease and black men, are at a greater risk. Anyone with concerns about their risk of prostate cancer should discuss them with their GP.” 

Wise Men beer will be released on 3 December and will be available in pubs from 10 December.

The cask ale will be available at Fuller’s managed and tenanted pubs, with some free trade pubs also taking on the beer. 

For more information about prostate cancer, visit Prostate Cancer UK

To find your closest pub selling the Wise Men beer, click here: Find a Fuller's Pub.