Brewdog partners Brewgooder have announced they will allow customers to “pay what you feel” for its new Clean Water Lager.
Customers will be able to pay between 1p and £100 for the beer which for every £9 spent Brewgooder will provide clean water for a person in poverty in Malawi. The beer will be sold in packs of six 330ml bottles.
Alan Mahon, founder of Brewgooder, said: “We believe that when beer drinkers learn about our mission and what we do with our profits, they will be more than happy to pay an amount that fairly reflects the cause, and the quality of our lager.
“Every case that we sell at retail value allows us to provide clean water access for a person in Malawi for over two years. So, the question is: what value do you put on a beer that makes that type of social impact?”
He added: “Our hope is twofold: that we’ll be proven correct and that the value paid echoes that of the impact; and we manage to attract a new range of Brewgooder drinkers that can help bring us closer to achieving our overall mission: to provide clean water to one million people across the world.”
The new beer will be brewed at pub chain, Brewdog’s Aberdeenshire headquarters and will run for as long as stocks last.