Eco-friendly toilet paper brand Who Gives A Crap has teamed up with Aussie non-alc brewer Heaps Normal to create Cheeky IPA – the first limited-edition non-alcoholic beer helping to tackle the world’s sanitation crisis.
The partnership aims to use humour, gusto, and, of course, a refreshing beer to help deliver clean water and sanitation to communities across the world.
Fifty per cent of profits from all Cheeky IPA sales will be flushing into the pockets of 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.
Who Gives A Crap’s Head of Impact Robin Cho said: “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% 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.”
Heaps Normal Co-Founder Andy Miller said: “Did we have a little bit too much fun playing around with our mates at Who Gives A Crap, on coming up with toilet jokes? Well, yes. But this special beer release isn’t just some flush in the pan. 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. Oh and it’s my new favourite beer. You’ll be bummed if you miss it.”
The beer is a West Coast style IPA, resinous and piney, with a well-balanced bitterness and refreshing finish.
Cheeky IPA is available in a 4-pack (RRP A$16.99), or go all out with 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
Tinnies and Towels (RRP A$37) – Who Gives A Crap’s Forest Friendly Paper Towels and a 4-pack of Cheeky IPA
The Cheeky IPA will also be available in a limited number of bars and bottle shops from late April onwards.
Purchase the limited-edition Cheeky IPA and bundles online at www.cheekyipa.com.