Two years ago, I was listening to a radio report about the crushing difficulties families were facing during the festive season. It struck a nerve. I realised that while we were planning festive pints and parties at the pub, neighbours just streets away (people whose children go to school with our children) were dreading the cost of Christmas Day.
The idea started simply: send out a few hampers to locals who needed a boost. But once word got out, the idea snowballed. It wasn’t just me; local business leaders stepped up immediately to pledge their support:
The biggest challenge we faced was identifying who needed help without causing embarrassment or guessing. This is where my partner, Beth, was key.
Through her work with Campfire Education Trust (which includes Bourton Meadow, George Grenville and Lace Hill Academies), we found the right solution. Working with school leadership, we decided the fairest way to help was to offer boxes to the families of children eligible for free school meals. This ensures support goes exactly where it is needed, guided by the professionals who know the families best.
In our first year, we supported families at Bourton Meadow. Last year, we were able to include George Grenville Academy.
The Mitre has always been more than just bricks, mortar, and beer taps; it’s a sum of its parts, and that includes the incredible people we work with every day. When we started this initiative, we knew we couldn’t do it alone. We needed partners who understood that a “Christmas Box” shouldn’t just be about survival—it should be about joy.
That is where Dayla Drinks stepped up in a way that truly humbled us.
Usually, Dayla is the team ensuring The Mitre’s cellar is stocked and the taps are flowing. But for Mitre Impact, they transformed from a supplier into a cornerstone of our operation. They didn’t just write a cheque; they opened their contact books and rallied the industry.
Thanks to Dayla’s tenacity and heart, our festive boxes are brimming with treats from some of the biggest names in the business. They coordinated donations of stock from Moretti , Salty Dog , Fentimans , Fever-Tree , Coca-Cola , and Walkers . These aren’t just groceries; they are the premium treats that make Christmas feel like Christmas.
On top of coordinating these donations, Dayla personally ensured that every single hamper includes wine to toast the day—donating the bottles entirely themselves.
It is a testament to the fact that business relationships can evolve into powerful friendships. When you open a Mitre Impact box, you aren’t just seeing the generosity of a local pub; you’re seeing the collective goodwill of an entire industry, delivered by the team at Dayla.
