Alan Hinkes, lover of real ale and now real coffee

He’s better known for his unfortunate encounter with a chapatti and his love of real ale, but Britain’s only summiteer of all the world’s 8,000m peaks is lending his support to a brand of fresh coffee.

Alan Hinkes, who has climbed the 14 highest mountains in the world and was an Olympic torch-bearer, has agreed to become a brand ambassador for Grower’s Cup.

The coffee-in-a-bag product won an award at the OutDoor show in Friedrichshafen in Germany.

The company said its coffee is fairly traded and organic. It comes in a half-litre pouch into which hot water is poured, hence its interest to outdoors fans.

North Yorkshire-based climber Alan Hinkes said: “Grower’s Cup has a fresh, clean taste and is organic with clear provenance.

“The unique fresh sealed packaging and brewing method means you can have a great drink of real coffee anywhere – just add hot water.”

Hinkes will be seen at trade shows and at his various lectures with Grower’s Cup as well as tweeting, posting on Facebook and including in his blogs. In addition he will help with marketing activities related to the brand.

Ralph White, managing director of Rosker, UK distributor of Grower’s Cup said: “We’re looking forward to working with Alan. He’s a massive fan of Grower’s Cup and what better ambassador for a brand than someone who believes in it with passion.”

Hinkes’s first public engagement in his role is at the Kendal KORS event this week.

The Northallerton mountaineer had to abandon his 1997 ascent of Nanga Parbat when flour from a chapatti he was eating made him sneeze so hard he slipped a disc.