Jon Richardson supports launch of charity ale ‘Max Matters’

31 October 2025

We’re delighted to announce a new partnership with Cloudwater, an independent brewery based in Manchester, with a Taproom in London.

Founded in 2014, Cloudwater pride themselves in being an inclusive, human-centred business, and working with charities is part of that. In March 2025, they teamed up with two charities to create distinct beverages for International Women’s Day, and now they are working with us to celebrate the life of Max Bode with a new hazy ale ‘Max Matters’.

Inspired by the brewery’s London Taproom Manager Chris Robertson and his late friend Max Bode, who lived with Duchenne muscular dystrophy, ‘Max Matters’ was officially launched on Wednesday 29 October at the Cloudwater Brewery Taproom in Manchester, with the support of our Ambassador, actor and comedian Jon Richardson. Max Bode’s mum and his older sister also attended. The new ale is available to buy from 1 November, which coincides with the six-year anniversary of Max’s death.

Jon Richardson said: “I’ve been involved with the charity for several years now, since meeting my friend Martin, who lives with limb girdle muscular dystrophy. I’m happy to do what I can to help, and the story of friendship and positivity behind ‘Max Matters’ is really inspiring.”

‘Max Matters’ and our collaboration with Cloudwater stems from Chris Robertson’s desire to do something to honour his childhood friend Max Bode, who lived with Duchenne muscular dystrophy and sadly died on 1 November 2019 aged 25.

Chris approached his employer Cloudwater to ask if they could do something to celebrate Max, to create a legacy for his friend. “Not only did they agree to create a brew in Max’s name, but the design on the can features one of his illustrations so it’s a really personal product,” said Chris.

“Max and I used to hang out a lot growing up and loved playing FIFA together. As we got into our teens, I remember my mum explaining to me the reality of Max’s condition and that things would get harder for him as his Duchenne muscular dystrophy worsened. I listened but I don’t think I really believed anything would change. Max always seemed invincible to me. He never let anything hold him back and was always living life to the fullest.”

The friends stayed in touch when they went to university in different cities and both graduated in similar fields within the arts. “I was buzzing that I managed to see his graduation show and all the amazing graphics and animations he’d done,” said Chris.

“Once again, the thought snuck back into my mind that he was invincible and would be around forever. He had made it into his 20s despite being told it was highly unlikely. Surely nothing could stop him now. But I was wrong, and sadly Max died on 1 November 2019 aged just 25. My tough as nails, kind, sensitive, incredible pal was taken too soon.

“I hope this partnership helps to raise awareness as well as money for Muscular Dystrophy UK, the charity that supports people like Max who are living with muscle wasting conditions.

“Being able to do this for Max means the world to me. His memory matters. Max Matters.”

Martin Hywood, Partnerships Manager said: “For me, charitable partnerships are all about having a shared purpose. I was genuinely moved when Chris told me about his friend Max and how he wanted to do this to create a legacy for him. On behalf of Muscular Dystrophy UK, I’d like to say a huge thank you to Chris for sharing his and Max’s story, to Max’s family for their support, and to Cloudwater for collaborating with us in this way – helping to raise money as well as increasing awareness of the charity and people we support. People like Max.

“And of course, we’d also like to thank our ambassador Jon Richardson for his ongoing support and coming to Cloudwater to meet some of the team behind ‘Max Matters’.”