THUNDER BAY - For the second year, the Sleeping Giant Brewery is proving that craft beer is about more than going out for a drink; it’s about building a community and helping others.
“It’s really exciting to see that spread and the fact that we are highlighting that craft beer is not just about drinking beer, it’s about a community and being involved,” said Andrea Mulligan, CEO and co-founder of Sleeping Giant Brewery.
Last week, Sleeping Giant Brewery launched its annual Craft Cares, a charitable program designed to provide licensees an opportunity support a charity of their choice where the brewery donates 50 cents from every Sleeping Giant product sold.
“What’s really exciting is every licensee has chosen a different charity,” Mulligan said. “So we are seeing the Boys and Girls Club represented, the Symphony, all those different charities that are important to those individuals and businesses in the community.”
The program began last year with a focus on Thunder Bay and this year more than 80 licensees have signed up from across Northern Ontario, including Burlington, Dryden, Fort Frances, Hearst, Longlac, Nipissing, North Bay, Red Lake, Sault Ste. Marie, Sioux Lookout, and Sudbury.
“Last year the focus was just Thunder Bay and our immediate community, but we thought with the support expanding beyond our community walls, we thought it would be nice to spread the goodness and after that Christmas cheer to spread some good cheer and get everybody involved,” Mulligan said.
The Branch 5 Legion participated in Craft Cares last year and president, Les Newman, said they wanted to again in order to help veterans in the community.
“We do carry their products in the club room and they are a very good seller,” he said. “And allowing us to choose our own charity, we chose one that is near and dear to our hearts.”
The charity chosen by the Branch 5 Legion is the Thunder Bay and District Veterans Fund.
“The money that is raised goes towards helping veterans who are in need,” Newman said. “I get to deal with the veterans that need assistance and the type of assistance they need is all over the map. This helps us to help them.”
Sleeping Giant Brewery is also launching a new rosé ale in support of Craft Cares.
Last year more than $11,000 was raised for local charities and Mulligan said they are hoping with the expansion this year to reach or exceed a goal of $20,000 and turn Craft Cares into a province-wide movement.
“Our dream, especially the craft beer industry, it is a really tight knit community, so our dream is to expand the craft cares movement to other breweries and across Ontario,” she said. “This is our first step.”
