New beer brand offers two fingers to prostate cancer
Howard Lake | 22 January 2014 | News
Two Fingers Brewing Company has produced a new beer which will raise funds for Prostate Cancer UK. Aurelio is an artisan craft beer. It is a “clean and crisp 4.8% golden ale”, and is “the only beer in Britain that uses all of its profits to fight prostate cancer”.
It is available from today exclusively from Tesco stores. At least 10p from the sale of every bottle will be donated to Prostate Cancer UK. The beer costs £1.89 a bottle.
The Two Fingers Brewing Co founders
It has taken two years to produce. It was the idea of seven friends from advertising agency Karmarama who combined their love of craft beer and marketing expertise. They describe their company, Two Fingers Brewing Co, as “the only beer brand in Britain that puts men’s health before profit margins, by using all its profits to fight prostate cancer”.
Aurelio is brewed and bottled at cost by Sussex craft brewery, Hepworth & Co, made entirely from British ingredients. Other partners and suppliers have helped produce the beer, all agreeing to work at or near cost to help maximise the income for the charity.
Karmarama planning director Matt Sadler, Co-Founder of Two Fingers Brewing Co. said:
“We’re giving men a beer they can be proud of. Aurelio is a top quality, great tasting brew that makes it a pleasure to join the fight against the most common cancer in men. This is one small sip for man, one giant gulp for mankind.”
Inspiration from Finnegans
Two Fingers Brewing Co. was inspired by US beer brand Finnegans, which gives all of its profits to hunger charities. Finnegans was founded in 2000 and is only available in four US states. Even though these have a combined population that is less than a quarter of the UK’s, they still raised over $100,000 for charity.
[message_box title=”Aurelio” color=”blue”]Aurelio is the first of what Two Fingers Brewing Co. hope will become a much-loved family of artisan beers, each of which will give all profits to Prostate Cancer UK. Aurelio is a Latin man’s name meaning “Golden,” since their first beer is a fine golden ale. The name was also born by several early saints. Not to mention a few footballers. [/message_box]
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.