AWARD-WINNING Lye brewery Sadler’s Ales has re-launched one of its most popular ales to help keep the region's airborne medics in the skies.

The firm, which has been brewing craft ales since 1900, has created a new brew called Heli Hopper, reminiscent of its popular JPA ale, as part of efforts to support the Midlands Air Ambulance Charity.

To launch the partnership, the brewery based at Lye Cross is donating five per cent of every cask of Heli Hopper sold throughout 2015 to the charity to help fund vital lifesaving missions across the region.

Chris Sadler, fifth generation master brewer at Sadler’s Ales, said: "We chose to re-brand one of our most popular ales to Heli Hopper to maximise the amount of support we can give the charity, and are already extremely pleased with sales both on tap at our own pub and at pubs around the region.”

He said the company decided to forge a link with the charity following a "period of very positive trading' and a desire to give something back to the community - and he added: "We couldn’t think of a better cause than the Midlands Air Ambulance."

Adam Williams, regional fundraising manager for the Midlands Air Ambulance Charity, said: “Support from local businesses and the general public is vital to maintaining our life saving service as each mission costs £2,500, for which we don’t receive any Government or National Lottery funding.

“We are very grateful to have been selected by Sadler’s Ales. The team has already shown a great level of commitment to our service as part of the relationship and we are extremely privileged to benefit from sales of Heli Hopper.”

The 3.8 per cent ale, which has a pale hoppy flavour with a crisp and zesty character, is expected to go down well at the brewing company's Windsor Castle pub in Lye and in Wetherspoons pubs in the area.