Two Scottish entrepreneurs have teamed up with Brewdog to fund clean water projects by crowdfunding and launching a new beer brand on IndieGoGo - with 100 per cent of the profits to go to charity.
The new company, called Brewgooder, carries the mantra #DrinkBeerGiveWater and was founded by Alan Mahon (above) and Josh Littlejohn, who also created Social Bite, a UK cafe chain that supports homeless people.
Drawing on their growing experience in social enterprising, the crowdfunder was launched on World Water Day (22 March), with an initial £50,000 target.
The pair hope the discourse-granting powers of beer, the ease of which craft ale fans can support the cause simply by drinking and the quality of Brewdog's exclusive brew will help build a sustainable brand, following the launch.
Looking for the public's support the duo will first produce a batch of 200,000 cans that will be immediately available in Brewdog bars and additional restaurants across the UK and further.
In partnership with Oxfam, WaterAid and MercyCorps, the company hopes beer lovers everywhere will support the new brand from the get-go, safe in the knowledge that the proceeds will go to a good cause.
Interested consumers can watch the promotional video below or support the IndieGoGo campaign here. So far the initiative has raised £37k of the £50k target with 25 days remaining.