Brewgooder collaborate with Passenger to protect the planet

Brewgooder has launched its latest beer, ‘Made to Roam’ in collaboration with fast growing sustainable clothing brand, Passenger. Proceeds from each pack sold go towards supporting Amsterdam-based, grassroots organisation Justdiggit with regreening projects across Africa. The beer is a 4.8 per cent IPA brewed in the classic pacific northwest style, with a refreshing blend of fruit and a crisp piney finish.

The brew is the latest in Brewgooder’s series of impact-making brand collaborations, and follows the success of their Twisted IPA, which was the UK’s 4th best-selling FCMG product of 2022 from brands <£15m in revenue, according to Nielsen.

“We always try to collaborate with brands that align with our ethos and are making waves in their own way, and Passenger are an incredibly forward-thinking company that we’ve always greatly admired,” said James Hughes, co-founder of Brewgooder.

“Their passion for sustainability and planet protection inspired the impact delivery via Justdiggit, who are making genuine strides toward building a better planet. We hope drinkers love the beer and are inspired by its purpose to get outside and enjoy the wilderness while protecting it too.”

Sam Westley, head of brand & marketing at passenger continues: “A coming together of shared values, the Made to Roam IPA is for good times in wild places, connecting with each other and the great outdoors while giving back to it. Our friends at Brewgooder continue to inspire us, pushing the boundaries in their industry with purpose and meaning.

“We knew that a refreshing, forward-thinking beer needed a refreshing and forward-thinking conservation partner which could only mean Justdiggit. The outdoors is for everyone to enjoy and look after, and we hope this collaboration inspires some meaningful escapism.”

Stuart Taylor, UK country director at Justdiggit adds: “At Justdiggit we’re always looking for shared-value partnership, working together to create a greener and cooler planet. Together with sustainable brands such as Brewgooder and Passenger, we’re able to continue our re-greening efforts in Africa and drive genuine sustainable change. We’re proud to be a part of the launch of this delicious IPA.”

Jonathan Price, Beer Buyer at Co-op says: “At Co-op, we’re proud to champion and support producers who are putting people and planet ahead of profit, so we’re thrilled to be offering this new beer from Brewgooder and Passenger exclusively for our Co-op members and customers. It looks and tastes great and we’re sure, as with Brewgooder and Twisted before it, the beer will perform really well.”

Elsewhere, Brewgooder is enjoying a period of hypergrowth, having been recognised as the fastest growing BWS brand last year following a 180 per cent increase in revenue, against the tide of strong headwinds that continue to impact the beer industry.

An assortment of new customer wins across the on and off-trade, including listings with Morrisons and Waitrose, have enabled Brewgooder to deliver its biggest ever year of social impact to date through the Brewgooder Foundation in conjunction with its global impact partners. Funded projects spanned areas such as clean water & sanitation, hunger, and inclusion.

By Mark Adair – Correspondent, Bdaily

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