Cheers to charity: Bays Brewery’s festive ‘Jingle Ale’ returns

Family-run Bays Brewery in Paignton is kickstarting the season of goodwill with the return of its festive favourite, ‘Jingle Ale’, once again raising funds for Children’s Hospice South West.

Available now in bottles, cask and beer boxes, the ho-ho hoppy bitter was first launched in 2024 and proved a hit with beer lovers across Devon thanks to its deep amber tones and subtle sweetness. 

Bays is donating five per cent of proceeds from every pint and bottle sold to CHSW – a South West charity that has been providing hospice care to children and young people across the region for 30 years.

The partnership feels especially meaningful in 2025, as Bays celebrates its 18th anniversary – a milestone that many of the children CHSW support may never reach due to life-limiting conditions.

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Director of Bays Brewery Peter Salmon said: “As a family-run brewery that proudly flies the flag for local, it felt fitting for our final charity brew of the year to once again celebrate a Devon charity built around the same family values we hold dear.

“As CHSW marks 30 years of providing incredible care and support to children and families facing unimaginable circumstances, we’re proud to play a small part in helping them continue that amazing work this Christmas and beyond.”

Beer drinkers can say ‘cheers’ to CHSW by enjoying a pint of ‘Jingle Ale’ at pubs, bars and restaurants across the region, or by ordering a case or beer box direct to their door on Bays’ online shop.

‘Jingle Ale’ is the fourth charity beer from the Devon brewery in 2025, with the latest tipple hoping to spread some cheer among those who need it most over the festive season.

As the only children’s hospice in the South West, CHSW supports more than 500 families by providing medical and nursing support across its three sites in Devon, North Somerset and Cornwall.

Daniela Hopkins, Area Fundraiser for Children’s Hospice South West, said: “We’re incredibly touched that Bays Brewery has chosen to support Children’s Hospice South West for a second year running with their festive ‘Jingle Ale’. Their generosity helps us continue providing vital care to children with life-limiting conditions and their families, especially at a time of year that can be so difficult. 

“It means the world to know that a local, family-run business is standing with us again this year and by raising a pint this Christmas, you’re helping to bring comfort, joy and support to those who need it”.

Jingle Ale rounds off a fantastic year of charity collaborations for Bays Brewery, which has also supported Torbay Coast & Countryside Trust, Paignton Zoo and Torbay RNLI Lifeboats in 2025. 

The brewery will continue its mission to ‘go beyond the brew’ next year, teaming up with four new local charities for its 2026 charity beer series.