The American rock band Eagles of Death Metal recently created a charitable beer to support victims of the terrorist attacks in Paris last November. The initiative is particularly close to the band's heart as they were on stage playing when the attacks took place at Le Bataclan.
The charitable beer is called Boots Electric India Pale Ale and it is being produced by a craft brewery in Ontario called Manantler Brewing Company. The band choose to work with the Bowmanville-based brewery due to co-owner James Gorry's own legacy as a musician. Together, the band and brewery came up with a unique IPA that is branded with an image of frontman Jesse Hughes riding and electric blue tiger. For each bottle sold, one dollar will be donated to the families of the victims of the Paris attacks.
Key Themes Behind This Trend
- Charitable Beverages
- Craft breweries and other beverage companies are teaming up with charities to create unique drinks that benefit a good cause.
- Collaborative Fundraising
- Artists and businesses are teaming up to create products that can benefit a charitable cause and promote their own brand at the same time.
- Cause-specific Marketing
- Companies are increasingly using their marketing efforts to support specific causes in order to appeal to socially-conscious consumers.
Where This Applies
- Craft Beer
- Craft brewers are working with artists and musicians to create unique, limited edition beers that benefit charities and promote their brand.
- Music
- Musicians and bands are collaborating with businesses to create products, such as beer, that can benefit a charitable cause and promote their music at the same time.
- Marketing
- Marketing agencies and consultants can help companies develop strategies to support specific causes and appeal to socially-conscious consumers, while also promoting their brand.
