Big Moose beer is a new project by Jeff Smith, a former Cardiff Devils hockey player whose two passions can be described as doing charity work and enjoying libations with friends.
Giving back while drinking beer is not a new concept and Big Moose embraces this idea with its charitable initiative. In addition to clothing those in need with its Grab Your Coat clothing drive, the beer's sales also feed those who are less fortunate and provide them with smaller but meaningful gestures like haircuts.
Jeff Smith joined forces with the Crafty Devil Brewing Company for his Big Moose brew that aims to "inspire people to live better, healthier, kinder lives". This socially conscious marketing concept encourages one to indulge in a refreshing brew while giving back to those in their community.