Thursday, April 25, 2024

A ‘cheeky’ do-good brew

Who Gives a Crap has teamed up with Heaps Normal to create Cheeky IPA, a limited-edition non-alcoholic beer helping to tackle the world’s sanitation crisis.

50% of profits from all Cheeky IPA sales will be donated to not-for-profits that help build toilets, with Heaps Normal also pledging to donate an additional $1.50 per can to WaterAid, one of Who Gives A Crap’s long-term partners.

Cheeky IPA is a “thirst-quenching” West Coast style IPA, brewed here in Australia with “all” the ingredients of an alcoholic beer. According to the duo, the beer is “resinous and piney, with a well-balanced bitterness and refreshing finish”.

Who Gives A Crap Head of Impact Robin Cho hopes the “unexpected, yet hilarious” partnership will shake things up.

“Together, we’re combining the cheeky spirit and passion for changing the world of Who Gives A Crap and Heaps Normal to develop a product that helps people and the planet. Although unexpected, the Cheeky IPA truly embodies this,” he says.

Heaps Normal co-founder Andy Miller says cheers to the “impactful collaboration”, in the hope of reminding people of the importance of supporting brands that are purpose driven.

“Did we have a little bit too much fun playing around with our mates at Who Gives A Crap, on coming up with toilet jokes? Well, yes. But this special beer release isn’t just some flush in the pan,” he says.

“Both Heaps Normal and Who Gives A Crap are taking on the big guys and showing that you can have a lot of fun, while delivering a seriously positive impact. Oh, and it’s my new favourite beer. You’ll be bummed if you miss it.”

Cheeky IPA is available in a four-pack (RRP $16.99) or a “house-party friendly” bundle:

  • Grog and Bog (RRP $77) – 48 rolls of Who Gives A Crap’s 100% recycled toilet paper and a four-pack of Cheeky IPA
  • Tinnies and Towels (RRP $37) – Who Gives A Crap’s forest friendly paper towels and a four-pack of Cheeky IPA.

The beer will also be available in a limited number of bars and bottle shops from late April onwards.

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