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Cheers! A toast to flood sign-up campaign

A tasty pint of a unique beer helped raise the profile and sign up dozens more people to automated future flood warnings for Boston.

The joint promotion by the Boston Standard, Batemans Brewery, Boston Borough Council, Lincolnshire County Council and the Environment Agency rewarded new flood warning sign-ups with a pint of specially-brewed Resilience Ale for the bargain cost price of just £1.50.

Customers filled in cut-out coupons from the Boston Standard with their details. These have now been passed to the Environment Agency which will use the information to ensure more people in Boston receive automated "be prepared" flood warnings in the event of any future flooding.

The campaign, launched to coincide with the first anniversary of Boston's great flood, received press, radio and TV coverage, helping raise the profile of the EA flood warning service.

The Wainfleet brewery's Resilience Ale celebrated the amazing community resilience demonstrated by the Boston community after the flood as a massive clean-up operation got underway.

Participating pubs were: Britannia Inn, Carpenters Arms, Coach and Horses, Duke of York, Indian Queen and Three Kings, Kings Arms, Mill Inn, Napoleon, Robin Hood and Ship Tavern.

Could any landlord still holding coupons pass them on to Andrew Malkin at Boston Borough Council.

You can register for flood warnings at any time by using the Floodline number 0345 988 1188 or the website

A special flood warning commercial made by the communications and IT team at Boston Borough Council has been screened at the town's West End Cinema since Christmas - you can watch it on the council's You Tube channel at

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Chris Lester, bar manager at The Mill Inn with some of the flood warning sign-up coupons exchanged for foaming pints of Resilience Ale. Cheers Chris