Guinness has brewed a limited edition beer
The Licensed Vintners Association and older people charity Alone are joining forces to raise funds.
The association, which represents Dublin publicans and has 600 members, is marking its bicentenary this year.
It is using the occasion to try and raise €200,000 for the that supports older people living on their own at home.
The work the charity’s staff and its 500 volunteers is dependent on public support - with 100% of all donations going directly to providing services to older people in need.
To support the initiative, Guinness has brewed a limited edition beer, ‘Dublin Amber Pale Ale’.
A joint donation of 50 cent for each pint of ‘Dublin Amber’ sold in participating pubs will be made to Alone.
The money is to be used to expand its ‘Befriending Services’ - which introduces older people to volunteer s who will provide them with much needed companionship.
The CEO of the Licensed Vintners Association, Donall O’Keeffe, said the members wanted to give something back to the city.
“The LVA is one of the oldest trade associations in the country and since its foundation in 1817 has played a hugely important role in the social, business and cultural life of our capital city.
“It was really important for our members that we mark the bicentenary with a significant charity initiative, to give something back to Dublin.
While Seán Moynihan, CEO of ALONE, said the funds raised would help the organisation reach out to the one in 10 older people who experience chronic loneliness.
“Staying connected with their communities is vital for older people living alone.
“Meeting and socialising with old friends, meeting new ones, encourages and motivates our older people to remain active.
“The local pub provides a focal point for community events and a place outside of the home for older people to make connections with people from their local area.”
Dublin Amber will be available on draught across Dublin from March 2017 for a limited time.