Proceeds from sales of a new beer launching in the UK on Tuesday will go towards re-greening conservation projects in Africa.
The ‘Made to Roam’ drink from B Corp beer label Brewgooder, in partnership with clothing company Passenger, will appear in Co-op shops from 18 April – and each four-pack sold will see a contribution made to Justdiggit, a climate impact organisation.
According to the two partner companies, every pack sold will result in the re-greening of 20 sq m of land across Africa. Project work by Justdiggit also focuses on the restoration of trees and retainment of water sources, which it says helps to protect rural communities that are most at risk to the effects of climate change.
Co-op has secured the exclusive launch but more retailers will be stocking Made to Roam later in the spring.
The beer is a 4.8% IPA brewed in what Brewgooder describes as “the classic pacific northwest style, with a refreshing blend of fruit and a crisp piney finish”.
James Hughes, co-founder of Brewgooder, commented: “We always try to collaborate with brands that align with our ethos and are making waves in their own way, and Passenger is an incredibly forward-thinking company that we’ve always greatly admired.
“Their passion for sustainability and planet protection inspired the impact delivery via Justdiggit, who are making genuine strides toward building a better planet. We hope drinkers love the beer and are inspired by its purpose to get outside and enjoy the wilderness while protecting it too.”
Jonathan Price, beer buyer at Co-op, added: “At Co-op, we’re proud to champion and support producers who are putting people and planet ahead of profit, so we’re thrilled to be offering this new beer from Brewgooder and Passenger exclusively for our Co-op members and customers.”
Brewgooder, which also has its beers stocked in Morrisons and Waitrose, among other on and off-trade venues, was launched in 2016, “to harness the social power of beer to make a positive difference in the world and to the lives of others”.
It said the cornerstone of its impact is the funding of clean water projects in dozens of rural countries worldwide. It has been a certified B Corp for three years.
Read more about B Corp retailers on Green Retail World
[Image credit: Brewgooder]
