Intersect Social Drinking with a Higher Cause. BIG IDEA. There are a number of charities that struggle to engage the 21-35 year old demographic beyond a one-time interaction. They often resort to celebrities and gimmicks, which don’t address
There are a number of charities that struggle to engage the 21-35 year old demographic beyond
a one-time interaction. They often resort to celebrities and gimmicks, which don’t address
the underlying issues that are not incentivizing repeated behavior:
The charities ask the young donor to do something more (add this to your schedule or give extra money,) do something less (sacrifice something you love to give to us,) or do something uncomfortable (outside of my normal habits or even “fashion sense.”).
The charities don’t give enough, or are not transparent enough, to make the giver feel like they’re making a real, tangible difference. Many give 1%, 5%, at most 10%, which turns the charity into a nice afterthought v. a driving motivator.
Dirty Water Beer was designed to engage people in the global water crisis (almost a billion people do not have access to clean water,) by asking them to do no more than they usually would: go out and have some high-quality craft beers from a well-known brewery with their friends-- there is no sacrifice, no volunteer action, and no donation. And by “humanizing” the keg itself (each keg carries the donation weight to give one person clean water for life through water.org,) people can actually “see” the difference they’re making. That empty keg that I’m helping to drink, is giving someone in need, 7000 miles away, clean water for their entire life.
Launched in two states with three world-renowned craft breweries. Garnered local, statewide, and national media attention. Received pre seed investment from Start Garden. Hosted over 40 events throughout Michigan and Ohio at your favorite watering holes. Gained thousands of actively engaging social media fans, helped over 400 people get clean water for life, and redefined the social giving model.