#BEER is the brainchild of the team at Leeds-based Engage Interactive, who approached the local Revolutions craft brewery to help them make the 6% ABV bottled Indian Pale Ale as part of a fundraising initiative.
750 bottles and a few casks later, #BEER is now available to buy in Leeds city centre bars and cafes, with proceeds from every sale going to charity.
Using social media to drive online fundraising efforts, the agency is encouraging people to upload pictures with their #BEER to Instagram or Twitter. Every time someone includes the hashtag #EngageBeer, the agency has promised to donate an extra £1 to Yorkshire Air Ambulance.
Co-owner of Engage, Dave Wrightson explains: “The idea for #BEER came to us in the pub, unsurprisingly. We wanted to do something fun, which had relevance to our day jobs, didn’t involve a sky dive and would raise money for a great cause. #BEER was born.”