Beer Heroes and #doDifferent

South Africa is again in a heightened alert level in response to the 3rd wave of the Covid-19 pandemic. Once again, a total ban on the sale of alcohol is in place in an attempt to ease pressure on hospitals which are completely overwhelmed.

Despite the necessity of these measures, the effect is further devastation on the liquor industry – one of the industries hardest hit by the pandemic and the response measures. Businesses and livelihoods are at risk.

The craft brewing industry – arguably the most vulnerable segment of the liquor industry – has traditionally been very community focussed. It has shown this once again in its response to current restrictions on its ability to trade.

A particularly good example of a brewery faced with massive hardship but choosing to #doDifferent in its response is Jack Blacks' brewery. This Cape Town-based brewer is one of the longest-standing craft beer brands in the country and has won many awards for its now iconic beers.

Like many other brewers they are offering pre-sale purchases of their beers which will be delivered once the liquor trading restrictions are lifted. These pre-sales help to keep the lights on and retain staff. Understanding that the effects of Covid-19 are extensive to many besides business owners, they have chosen to make their survival effort include a wider social impact.

For every case of Jack Black beer that is ordered, the brewery will donate a weeks’ worth of meals to feed those in need. These meals will be distributed through Ladles of Love; a charity not only feeding the hungry, but also assisting desperate communities to become self-sustaining through their own community kitchens.

There are a lot of businesses needing the support of patrons right now. Without a clear picture of when they can operate again, craft brewers are especially in need. So why not pre-order your next case of beer, avoid the inevitable queues when trading resumes, and in so doing assist a small business and help to feed those in need?

Check out Jack Blacks Brewery here.


Images by: Jack Blacks