Alcohol-free lager Lucky Saint is donating 12.5% of profits from the sale of its 24-pack to the drinks industry charity The Drinks Trust until the end of 2020.
The new fundraising initiative, The Tipping Point, has brought together different brands, including cold brew coffee experts Solo Coffee, so they can collectively support the hospitality industry as the pandemic continues.
The Drinks Trust is a community organisation run by industry professionals and has helped more than 5,000 people in the drinks and hospitality industry with financial grants this year alone.
It has also contributed to a number of wellness services to provide ongoing care and support to people working in the industry throughout the pandemic. The organisation is funded entirely by partners within the industry, as well as thousands of volunteers and contributors like Lucky Saint.