Brewgooder and Passenger launch new beer

Brewgooder and Passenger launch new beer

Brewgooder has launched its latest beer, ‘Made to Roam’ in collaboration with fast growing sustainable clothing brand, Passenger. Proceeds from each pack sold go towards supporting Amsterdam-based, grassroots organisation Justdiggit with regreening projects across Africa. The beer is a 4.8 per cent IPA brewed in the classic pacific northwest style, with a refreshing blend of fruit and a crisp piney finish.

The brew is the latest in Brewgooder’s series of impact-making brand collaborations and follows the success of its Twisted IPA, which was the UK’s 4th best-selling FCMG product of 2022 from brands <£15m in revenue, according to Nielsen.

“We always try to collaborate with brands that align with our ethos and are making waves in their own way, and Passenger are an incredibly forward-thinking company that we’ve always greatly admired,” said James Hughes, co-founder of Brewgooder, a B-corp business: “Their passion for sustainability and planet protection inspired the impact delivery via Justdiggit, who are making genuine strides toward building a better planet. We hope drinkers love the beer and are inspired by its purpose to get outside and enjoy the wilderness while protecting it too.”

Sam Westley, head of brand & marketing at Passenger continues: “A coming together of shared values, the Made to Roam IPA is for good times in wild places, connecting with each other and the great outdoors while giving back to it. Our friends at Brewgooder continue to inspire us, pushing the boundaries in their industry with purpose and meaning. We knew that a refreshing, forward-thinking beer needed a refreshing and forward-thinking conservation partner which could only mean Justdiggit. The outdoors is for everyone to enjoy and look after, and we hope this collaboration inspires some meaningful escapism.”

Stuart Taylor, UK country director at Justdiggit adds: “At Justdiggit we’re always looking for shared-value partnerships, working together to create a greener and cooler planet. Together with sustainable brands such as Brewgooder and Passenger, we’re able to continue our re-greening efforts in Africa and drive genuine sustainable change. We’re proud to be a part of the launch of this delicious IPA.”

Elsewhere, Brewgooder is enjoying a period of hypergrowth, having been recognised as the fastest-growing BWS brand last year following a 180 per cent increase in revenue, against the tide of strong headwinds that continue to impact the beer industry.


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