Wednesday, June 23, 2010
Brew Beer & Fight Cancer: Brewer's Best Enters Partnership with Pints for Prostates
Brewer’s Best® will offer a limited release homebrew ingredient kit this fall to benefit Pints for Prostates. Founded by prostate cancer survivor Rick Lyke in 2008, the campaign raises awareness among men at beer festivals, through social networking and pro bono advertising. The new PSA IPA kit will be available in September, which coincides with Prostate Cancer Awareness month.
LD Carlson Company, who packages the Brewer’s Best® brand of products in Kent, Ohio, has agreed to donate $3.00 from the sale of every kit to the Pints for Prostates campaign. Retailers who sell the kit will have the option to match the donation. All net proceeds raised by the group go to fighting prostate cancer and assisting men with the disease. This is the first homebrewing product to partner with the charity.
The ingredient kit, PSA IPA, will be a hoppy India Pale Ale. A PSA test is a common blood test used to measure levels of prostate specific antigen which is often elevated in the presence of prostate cancer. In addition to containing all of the ingredients to make a 5-gallon batch of beer, the kit will include health-related information about the importance of early detection through PSA testing.
“Pints for Prostates mission is to reach men through the universal language of beer with an important health message. PSA IPA will give us a unique platform to reach homebrewers," said Lyke. "Every week nearly 4,000 men in the U.S. hear the words ‘you have prostate cancer.’ The key for these guys is detecting the disease in its early stages when treatment is nearly 100 percent successful.”
LD Carlson distributes Brewer’s Best® homebrew products to a network of independent retailers across the country. “Our brand is a great vehicle to deliver an important health message to homebrewers everywhere”, says Brian Wright, LD Carlson’s Sales & Marketing Manager. The ingredient kit will begin to hit store shelves in August and retail for around $45. Beginning in 2011, PSA IPA will be available earlier
in the year to coincide with Father’s Day.
About LD Carlson Company
LD Carlson is a national wholesale distributor of beer and wine making equipment. Established in 1970, LD Carlson services a network of independent retailers (homebrew shops) across the country. Their Brewer’s Best ® product line includes starter equipment kits, ingredient kits, spices, flavorings and various brewing accessories. More information is available at www.ldcarlson.com and www.brewersbestkits.com.
About Pints for Prostates
Pints for Prostates, a 501(c)3 campaign that uses the universal language of beer to encourage men to take charge of their health, was founded by prostate cancer survivor Rick Lyke in 2008. The grassroots effort raises awareness among men of the importance of regular health screenings and PSA testing by making appearances at beer festivals, social networking and pro bono advertising. Pints for Prostates
supports the Us TOO International Prostate Cancer Education and Support Network, a 501(c)3 charity that works to support, educate and advocate for men with prostate cancer and their families. More information is available at www.pintsforprostates.org. Pints for Prostates also has a presence on Facebook and