United Craft & Tomorrow Brew Co. raise $10,000 for the Daily Bread Food Bank!
United Craft and Tomorrow Brew Co are excited to announce a $10,000 donation to the Daily Bread Food Bank to support food support programs for those in need. These funds were raised through an innovative collaboration to create Streets of Toronto Raccoon Lager, the newest in the company’s Brew Aid series of charity beers – launched and executed with the social media platform Streets of Toronto, the LCBO (as the exclusive retailer) and scores of some of Ontario’s most popular restaurants.
Raccoon Lager is a crisp and clean beer. The net sale proceeds go directly to the Daily Bread Food Bank to help support its 250+ member agencies at a time of food insecurity by so many. This was truly an innovative partnership:
· Tomorrow Brew Co used its brewing expertise to create the recipe, brew the beer at its new Niagara facility, and sell it into scores of LCBOs across Ontario.
· The Streets of Toronto team capitalized on its strong relationships within the hospitality sector to gain distribution in many of Toronto’s most beloved restaurants and then leveraged its media voice to get the word out, especially amongst younger beer drinkers 19 – 40.
· United Craft’s sales team worked with LCBO to conduct staff tastings and drive distribution for this endeavour supported this endeavour. The LCBO played a critical roll by serving as the exclusive retailer, often supporting the launch with staff picks and store displays
· The Daily Bread Food Bank logo and message appeared on each can of Raccoon Lager, thus helping to raise the profile of hunger at a crucial time for so many.
· And the raccoons did their part in being their compelling and lovable selves!
Raccoon Lager builds off a five year history by Tomorrow Brew Co of raising thousands of dollars for worthwhile charities through many Brew Aid products for support programs for the homeless (with Hockey Helps the Homeless), mental health services for first responders (Wounded Warriors Canada), humanitarian relief for Ukrainians (Canadian Red Cross), empowerment programs to help women feel like themselves again when facing a cancer diagnosis (Look Good Feel Better), and programs to improve animal welfare (AnimAlert).
Mother-son team Pat & Ian Macdonald started the Brew Aid series as a way to give back to the broader Ontario community. Recognizing that as a small craft company they would have limited financial resources to make the kind of cash donation that would have significant impact, they set out to do something different and leverage their extensive marketing expertise and beer products. The result was the launch of Brew Aid – a new craft beer series with the twin goals of increasing awareness of important causes that matter to Ontarians and in raising badly-needed funds for these causes.
Since its inception, Brew Aid has promoted important causes with visual exposure on the can, in social media, and at live events to help generate awareness amongst beverage alcohol drinkers. The company donates the net proceeds to the designated charity.
The result is not only incremental funds raised but also expanded awareness for the charity, especially amongst younger consumers 19 – 39 who are harder to reach by traditional means.