Tuesday 20 November 2012 Updated: 21/11 09:17
The makers of Britain's favourite whisky are on a mission to raise £1million for Help for Heroes.
To launch the quest a limited edition bottle of Bell's whisky has gone on sale with a percentage of the proceeds from each bottle going to the charity.
Money raised will give valuable funds for Help for Heroes to provide direct, practical support to wounded, injured and sick armed forces personnel, veterans and their families.
The striking bottle features the evocative Help for Heroes logo and will be sold nationwide.
As with all bottles of Bell's it also proudly displays the Gaelic battle cry 'afore ye go', marking an affinity the Bell's family has had with the military since the First World War.
It is this military connection, along with a determination to celebrate those of great character, that inspired the makers of Bell's whisky to support Help for Heroes.
The limited edition bottle is just one part of the mission to raise money for the charity.
A series of fund-raising activities will take place throughout the year in order to meet the target of £1million.
Bryn Parry OBE, co-founder and chief executive of Help for Heroes, said: "We are delighted that Bell's has joined forces with Help for Heroes to raise £1million for us.
"Help for Heroes is all about doing your bit and Bell's pledge to support us by launching this limited edition bottle will raise much needed funds to provide practical, direct support for our blokes, the men and women who are injured in the service for our country.
"The money the sales of Bell's limited edition bottles will raise is greatly needed, hugely appreciated, and on behalf of everybody that it will benefit, thank you."
The limited edition bottle will allow consumers to enjoy the great character of Bell's whisky while raising a dram to support those who serve Queen and country.
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