Co-op lists Brewdog-backed charity beer brand

UK retailer Co-Op has started selling a Brewdog-backed beer label as part of a new charity campaign funding clean water access for communities in Malawi.

Running until 14 May across 408 Co-op branches in the UK, the campaign aims to sell enough four packs of Brewgooder beer through participating stores to pay for borehole installations in Matipa and Waluma Villages, providing clean water for around 1,000 people.

“As businesses, we both share the same values and desire to empower people by what we do,” said Brewgooder founder Alan Mahon, “But now we’re putting the power in the hands of Co-op shoppers to directly transform the lives of 1,000 people through the power of beer, and I can’t wait to see the results.”

Over the course of the campaign, Brewgooder will be documenting the stories of some of the villagers that will be positively affected by the campaign so that Co-op employees, customers and members can witness ‘real life’ in Malawi and develop a greater understanding of the life-changing impact they will be bringing about.

Many of the villagers work on a nearby tea plantation that supplies Co-op with product for its own-branded tea, creating an extra-special link between the stores, along with their customers, and the villages, according to Co-Op

Brewed in partnership with BrewDog, at its Ellon brewery, Brewgooder donates all of its profits towards clean water initiatives, and has funded over 87 projects in Malawi since launching in 2016.