USA – After wildfires tore through northern California in November, this brewing company was determined to help – but they never expected the flood of fellow-brewers who would quickly follow their lead.
Sierra Nevada Brewing Co. created a special IPA called Resilience—with the intention of donating all of its proceeds to benefit wildfire victims. The company, which is based out of Chico, near the devastated town of ‘Paradise,’ hoped to garner additional donations by asking other brewers to sell Resilience to their customers.
When the company launched the new India Pale Ale in November, they expected maybe 300-400 California brewers to participate. By the time the beer was made available to the public in mid-December, over 1,500 breweries across the United States volunteered to serve up the liquid love.
The initiative is expected to raise roughly $15 million for wildfire relief, all of which will be donated to the Golden Valley Community Bank Foundation dedicated to victims of the Camp Fire.
“Our suppliers donated ingredients to every brewery nationwide,” said the brewer’s website. “Wholesalers and retailers agreed to carry the beer and donate every dollar they received. All of them agreed to do this for free to benefit people they had never met.”
17,000 barrels—or 4.2 million pints—of Resilience were produced, and the label design was stamped with the moniker: Butte County Proud.