Kopparberg has launched its own sunscreen ready for the summer - available at four London pubs from this June.
The Star of Kings in King's Cross, The Leyton Star in Leyton, The Lord Napier Star in Hackney Wick, and The Heathcote and Star in Leytonstone will be giving out the sun protection from June 10.
This is part of the popular cider brand's campaign alongside the Melanoma Fund to help Brits safely enjoy the upcoming sunny season.
Research commissioned by Kopparberg has found a new trend of sun safety among Londoners.
It revealed that less than half of Londoners (47 per cent) consider themselves to be ‘sunseekers’ with a whopping 78 per cent of London residents taking sun protection seriously.
A third of Londoners reported using more sunscreen than they did two years ago.
In addition, almost all of those living in the capital (94 per cent) put on sun cream at least once when spending time outdoors and 49 per cent cap their time in the sun at four hours.
Rob Salvesen, head of marketing at Kopparberg, said: "At Kopparberg, we want people to embrace and enjoy the summer responsibly.
"That's why we’ve launched our summer-long Drink Responsibly This Summer campaign alongside the SPF50 sunscreen — we want to encourage Brits to take the necessary precautions against harmful UV exposure while still making the most of the sunny season."
The research also found that more than two-thirds of Londoners remain unaware that sun damage can occur even on cloudy days, with 77 per cent not realising that potential harm can also happen through clothing.
Michelle Baker, CEO of Melanoma Fund, said: "Melanoma is dangerous yet mostly preventable with considered sun safety practices.
"This includes seeking shade, wearing protective clothing, and applying SPF30+ sunscreen, especially during the sun's peak hours from 11am to 3pm.
"Staying hydrated is crucial, and if you are drinking alcohol, alternating it with water can help maintain hydration levels under the sun."
"Our mission is to empower active lifestyles by preventing all types of skin cancer, which is why we're excited to partner with Kopparberg to address this issue and promote responsible drinking habits this summer."
For more tips on sun protection visit melanoma-fund.co.uk/outdoor-leisure-activities/.
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