How is this beer brand promoting mental health?
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A craft beer company hopes to encourage more people to get together and talk
Spotted: According to the NHS, 1 in 4 adults in the UK experience mental illness, and even those without a formal diagnosis will likely go through periods of poor mental health. Feeling isolated often makes matters worse, but one company hopes to combat this and build connections with the help of craft beer.
People’s Captain, founded by former Rugby pro Greg Bateman, was thought up after Bateman went through a period of low mental health and eventually agreed to go out for a pint with a friend to talk about how he was doing. This meetup encouraged Bateman to seek the help he needed. It was going out for a drink with a friend that sparked Bateman’s recovery, and the sportsman decided to take this idea further with the establishment of People’s Captain, which he launched with the help of two friends in 2020.
The UK startup has developed a range of tasty craft beers in the hopes that its drinks – and the community it’s building – will encourage people to come together and have more meaningful social interactions to help boost their mental health. People’s Captain core beverages include an American pale ale, a milk stout, a New England American pale ale, and a lager, all of which feature artwork designed by street artist Nathan Bowen.
The startup donates a portion of its profits to community projects and mental health charities, including Looseheadz (a clothing brand that supports the mental wellbeing of rugby players, coaches, and fans) and the Licensed Trade Charity (a provider of emotional and financial support to drinks industry workers).
People’s Captain beverages are available to buy through the company’s website and other online distributors, as well as from partnering bars. For establishments that stock its drinks, People’s Captain also offers mental fitness workshops conducted by trained professionals and connects the sites to valuable tech solutions and mental wellness apps provided by People’s Captain partner organisations.
Just last year, People’s Captain announced a partnership with Fourpure Brewery, which gave the startup access to the extensive network of Fourpure’s parent company In Good Company, as well as a spot in Fourpure’s taproom on the Bermondsey Beer Mile.
Written By: Matilda Cox