In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July.
This bold initiative went live at midnight June 30 and ran throughout July.
Wingman Beer’s general manager Will Chambers explained: “We have been overwhelmed by the request for support from Not For Profit Clubs, ranging from Surf Life Saving to traditional sports clubs. We believed this campaign would be successful, but to receive 189 registrations from community organisations across the country, far surpassed our expectations.
“This initiative was conceived following a dramatic spike in domestic alcohol consumption during the period of COVID-19 Lockdown. A Wingman has a simple purpose: to always have your back, therefore we felt a duty to consider our greater responsibility. Participating in Dry July seemed the ideal platform to recognise the issue.
“As a result, the beer we brewed in the month of July is now being distributed free of charge to registered Not For Profit Clubs, whose bar sales have been severely impacted, so they may benefit from selling Wingman beer and keep 100 per cent of those proceeds.
Chambers added: “We estimate this format of community support is worth more than $200,000 to the clubs and I can honestly say the positive feedback we have received has been humbling. I would encourage more brands in the industry to follow suit next year.”
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