Movember Sparks Conversation With Alcohol-Free Beer
The leading charity for men’s health, Movember, is unveiling an alcohol-free beer with a twist to make it easier for people to discuss their mental and physical wellbeing with a mate, over a pint.
Beer is a well-known catalyst for men to ‘open up’ and pubs are a traditional safe space for them to voice their concerns to one another. Equally, 47% of men who participate in Movember (Mo Bros) say they have spoken to someone who was struggling with mental health compared to 22% of the general population. However, alcohol and mental/physical health don’t always combine well, so Movember has teamed up with award-winning alcohol-free brewer, Big Drop, to produce a beer which can be enjoyed without adverse consequences.
The beer – called ParadisMo – helps connect mates, encouraging conversations and inspiring people to look out for each other so they can provide support when needed. Since 2003, Movember has built a global men’s health movement, funding more than 1,300 projects around the world, challenging the status quo, shaking up men’s health research and transforming the way health services reach and support men. In the UK, 3 out of 4 suicides are men, 1 in 8 men will be diagnosed with prostate cancer, and testicular cancer is the most common cancer in young men.
Furthermore, at just 17 kcal per pint the beer – a golden-coloured Citra IPA – contains the fewest calories of any beer produced anywhere in the world and about 10% of the calories you’d find in a regular pint. Not only is Paradis’Mo low calorie and alcohol-free but it’s also vegan-friendly, gluten-free, lactose-free and contains five different hop varieties, making it rich in gut-friendly phenols, vitamin B and amino acids.
Big Drop’s Founder, Rob Fink, said: “Alcohol-free beer is the perfect wingman for Movember and we’re stoked to be working together to highlight men’s health and raise some money. Whether a regular drinker or not, you won’t find a beer more accessible than this. It’s a catalyst to chat any time of day, anywhere, and it won’t encroach on your lifestyle or other commitments. Unlike most of the AF options available, we don’t remove the alcohol from our beer. We ‘brew to strength’ using smart brewing techniques. This means our beer retains all the flavour and aroma you would expect to find in beer. And along the way we’ve discovered our beer is gluten-free and ridiculously low in calories. So we think that all in all we’ve created the world’s healthiest beer.”
Through Big Drop’s partnership with In Good Company, ParadisMo will have wide distribution in venues and retailers throughout the UK, including Waitrose, Sainsbury’s, Morrisons and WH Smith. For example, 330ml cans are available in Waitrose for £1.55.
A proportion of Paradis’Mo sales and fundraising initiatives* by the teams at In Good Company and Big Drop will aim to contribute £50k to Movember.