In an age of ‘the social enterprise’, it’s almost poor form for a brand not to have sustainability credentials or to give back to society in some way.
But when James Grugeon had the idea of a social enterprise beer company, he realised no one had attempted this before, and the craft beer sector was in need of a broader vision.
His startup, named The Good Beer Co, was launched in November 2015, and a crowdfunding campaign kicked off a month later.
It promoted the concept of a craft beer that would give at least half its profits to charities such as the Australian Marine Conservation Society, which works to protect the Great Barrier Reef.
Crowd-funders were asked to pledge donations online in exchange for the privilege of being the first to enjoy the first brew, called Great Barrier Beer.
The brew, Grugeon says, was created in partnership with the Bargara Brewing Company in Bundaberg, Queensland – which is located right at the gateway to the Great Barrier Reef.
“There’s been a lot of support for the idea because Australians like the idea of drinking a good beer that gives back,” Grugeon says.
His aim is to work only with brewers who are environmentally responsible throughout the whole manufacturing process.
Grugeon and his team are now deciding what style of beer to brew next. And, as he did last time, he’s asking the public for feedback.