Non-alc brewers Heaps Normal have teamed up with eco-friendly toilet paper brand Who Gives A Crap to create the Cheeky IPA to help deliver clean water and sanitation to communities across the world.
Fifty per cent of profits from all Cheeky IPA sales will go to not-for-profits that help build toilets, with Heaps Normal also pledging to donate an additional $1.50 per can to WaterAid, one of Who Gives A Crap’s long-term partners.
The Cheeky IPA is a thirst-quenching West Coast style IPA,brewed in Australia with all the ingredients of an alcoholic beer. The Cheeky IPA is resinous and piney, with a well-balanced bitterness and refreshing finish.
Who Gives A Crap’s head of impact, Robin Cho hopes the unexpected partnership will shake things up.
“Together, we’re combining the cheeky spirit and passion for changing the world of Who Gives A Crap and Heaps Normal to develop a product that helps people and the planet. Although unexpected, the Cheeky IPA truly embodies this.
“At Who Gives A Crap, our mission is to uncrap the world, donating 50 per cent of profits to help provide access to clean water and a toilet for everyone. By partnering with Heaps Normal, we can reach many more bums to get us closer to our big audacious goal of solving the sanitation crisis, all while having fun doing it,” said Cho.
Heaps Normal co-founder, Andy Miller said the collaboration, hoped to remind people of the importance of supporting brands that are purpose-driven.
“Both Heaps Normal and Who Gives A Crap are taking on the big guys and showing that you can have a lot of fun, while delivering a seriously positive impact,” said Miller.
Cheeky IPA is available online in a 4-pack (RRP A$16.99), a house-party friendly bundle:
Grog and Bog (RRP A$77) – 48 rolls of Who Gives A Crap’s 100% Recycled Toilet Paper and a 4-pack of Cheeky IPA; or a Tinnies and Towels pack (RRP A$37) – Who Gives A Crap’s Forest Friendly Paper Towels and a 4-pack of Cheeky IPA.
The Cheeky IPA is also be available in a limited number of bars and bottle shops.
