For the second year running, Donnelly Group is raising funds for its annual Toy Drive by encouraging Canadians to do something most of them are probably already doing over the holidays: drink beer.
Goodwill Lager is a lightly dry-hopped Munich Helles lager made at The Parkside Brewery with help from Bomber Brewing and sold at all Donnelly Group pub locations. It’s a crisp and delicious brew with a fun little tricycle on the label, but the real selling feature is the fact that $1 from every can sold goes directly to helping provide gifts and funds for families in need over the holidays.
So, all you have to do is buy one at any Donnelly Group pub, and you’ve given back over the holidays. Good job!
The Vancouver-based company launched Goodwill Lager in 2018 as an extension of its annual employee-led Toy Drive, which has raised nearly $1 million over the last 19 years. In its first year, Canadians drank 10,000 cans of Goodwill Lager, providing an additional $10,000 to charity.
“Our Toy Drive and annual holiday staff party is a huge event within our company, and we’re all proud of the fact that we’ve raised hundreds of thousands of dollars for charity over the years,” says Harrison Stoker, vice president of brand at Donnelly Group.
“Goodwill Lager was our way of getting pub guests involved by doing what they had largely intended to do anyways, have a beer. Judging by how festive our tables looked last year, our guests were really into it.”
This year, the program also includes a way for the public to double down on their involvement by humble bragging about it on social media. Use the hashtag #morebeermoregifts with a photo of your can, and Donnelly Group will kick in an additional $1 to charity.
Goodwill Lager is available during the holiday season at all Donnelly Group pub locations in Vancouver and Toronto.
To learn more about the toy drive initiative, head over to morebeermoregifts.com, where you can also enter for a chance to win a Donnelly Group prize package.