Independent music retailer Rough Trade has collaborated with brewery partner Signature Brew to raise funds for the Campaign Against Living Miserably (CALM).
The initiative will see £1 per sale of any non-alcoholic beer purchased at in-store bars in East London, Bristol, and Nottingham donated to the mental health charity.
Heading up the offer is award-winning Signature Brew’s frontline non-alcoholic beer, Lo-Fi, which will be served to customers on draught. The hazy pale is inspired by the lo-fi beats listened to by staff and customers for relaxation, which contains nothing but the highest-quality Simcoe hops for big pine aromas and tropical fruit flavours.
Rough Trade utilises its industry partners to build meaningful connections that benefit the local community of its retail stores, as well as the wider music industry and fans.
Rough Trade teamed up with London-based Signature Brew in March 2023, just weeks before Record Store Day, stocking a selection of its in-store bars with the brewery’s flagship collection, exclusively on draught.
Shortly after, in September, the retailer partnered with CALM in support of its suicide prevention and mental health services. This started with a launch event fundraiser at its Rough Trade East store, followed by a recent prize draw and ongoing donation efforts that have raised more than £7,000 for the charity.
Founded in 2006, CALM is dedicated to offering life-saving services, provoking national conversation, and bringing people together to reject living miserably. It operates a helpline and webchat that is open 365 days a year to support people who need help dealing with life problems that may be affecting their mental health.
“We’re thrilled to be working alongside our partners to raise money for such a worthy cause,” said Emily Waller, UK head of brand and content at Rough Trade.
“With so many people suffering in January, global initiatives such as Dry January are widely recognised for helping people detox and clear their minds for the year ahead.
“We hope, by encouraging donations through the sale of our non-alcoholic beer ranges, that we can not only aid people in their Dry January efforts, but help CALM continue to provide life-changing support to those struggling year-round.”
Sam McGregor, founder of Signature Brew, added: “We are super proud to be collaborating with Rough Trade throughout January with our alcohol-free hazy pale Lo-Fi, to support CALM and their important work this time of year. Shopping for records in store, with a pint of Lo-Fi in hand, sounds like the perfect way to do this.”
