Tennent's NI chose this September, during Childhood Cancer Awareness Month to launch a year-long charity partnership with CLIC Sargent, to raise vital funds for children and young people with cancer.
Tennent's NI's 114 employees got things off to a sizzling start with a Big Breakfast and some 'thank goodness it's Fry-day' fundraising fun.
Jeff Tosh, sales director for Tennent's NI, said: "Our staff is famously generous and each year they select a designated charity, and devote their energy and enthusiasm to supporting important work in our community. Over the years they have raised tens of thousands of pounds for a range of good causes, making a positive difference to the lives of local people.
"CLIC Sargent is a charity which has huge resonance amongst our staff, most of whom are parents, so we are all looking forward to making our personal and corporate contribution to its sterling work in Northern Ireland."
Throughout the year Tennent's NI staff will be getting behind their adopted charity with a series of fundraising events ranging from a treasure hunt and BBQ to a Gala Winter Ball and fitness challenges.
A highlight of the fundraising year will be the company's annual corporate golf day which allows Tennent's NI staff to tap into the near-legendary generosity of the licensed trade.
Cancer costs campaign
CLIC Sargent Area Fundraising Manager Nadine Campbell said: "We are hugely grateful for the support. When a child is diagnosed with cancer, treatment often starts immediately and can be very far from home. Suddenly, along with the emotional impact, families can often face the possibility of financial hardship.
"This Childhood Cancer Awareness Month, CLIC Sargent launched its Cancer costs campaign for increased financial support for families from the point of diagnosis. It is through the enthusiast support of fundraisers like Tennent's NI staff that we are able to keep providing vital frontline services to families struck by cancer and campaign for increased support in the future."