DOWNINGTOWN, PA — Victory Brewing Company, a pioneer of the craft beer movement, is celebrating its 25th anniversary with a newly established “Brotherly Love Community Fund” and with the launch of a new year-round hazy IPA, “Brotherly Love”. Intended to promote and inspire the purposeful change the world is craving after a year of uncertainty, Victory’s anniversary year marks a much-needed return to the social connection and sense of togetherness craft beer cultivates.
“We looked at the state of the world heading into 2021 and wondered, what can we do to help rebuild and heal our communities. Great beer has the power to bring people together and to prompt meaningful dialogue that leads to mutual understanding and progress,” remarks Bill Covaleski, Co-Founder of Victory. “Knowing that it was our 25th anniversary, we are launching a campaign called ‘Brew Forward’. It is about creating a fresh start, full of promise and possibility. The main components of the campaign are creating a socially conscious beer and to setup the Brotherly Love Community Fund. The idea behind Brotherly Love is a representation of Victory’s longstanding values and its mission to help better our communities. Brotherly Love and the Brotherly Love Community Fund will serve as catalysts for change in our communities as we ‘Brew Forward’ into our 25th anniversary year.”
The Brotherly Love Community Fund creates opportunities to support and uplift those in-need through partnerships with national non-profit organizations focused on helping individuals reach their full potential. Created in partnership with the Philadelphia Foundation, a community foundation that strengthens the economic, social and civic vitality of Greater Philadelphia, the fund operates as a streamlined way for the public to support Victory’s mission through tax-deductible contributions.
For the fund’s first grant, Victory is partnering with Back on My Feet, a non-profit working to combat homelessness in 14 major cities across the U.S., including Victory’s hometown of Philadelphia. Through individualized, fitness-based restorative support models, Back on My Feet creates opportunities for their members to build the confidence, strength, and the skillset to rise out of homelessness and start new, sustainable lives.
To set the fund in motion, Victory has donated $10,000, ultimately striving to raise $25,000 for Back on My Feet by year end. The goal of the donation is to provide support for 50 Back on My Feet members as they take next steps in continuing education, finding permanent homes, and seeking new job opportunities.
Victory has created several opportunities for beer drinkers and charitable donors across the nation to contribute:
- Visit www.victorybeer.com/brotherlylove to donate to the Brotherly Love Community Fund
- Scan the QR code on Brotherly Love signage at select retailers, bars and restaurants where Victory is sold to learn more about the Brotherly Love Community Fund and its goals. For every QR scan, a $1 contribution from Victory will be automatically donated to the fund and present visitors with the options to make additional contributions of their own.
“It means so much to us that a powerhouse brand like Victory Brewing Company has chosen Back on My Feet as a beneficiary of the Brotherly Love Community Fund,” says Marikate Taylor, Director of Foundation Relations at Back on My Feet. “The generous donation supports our mission to provide our members with the tools they need to land ‘back on their feet’ and thrive in today’s society.”
A representation of the Community Fund’s mission, Victory’s brand-new beer Brotherly Love is a smooth, drinkable 6% hazy IPA. Characterized by bright citrus notes that drift into a tropical fruit character and finishes with a touch of apricot, Brotherly Love grows the brand’s presence in this relentlessly popular category that grew 81% in 2020 according to Nielsen. Brotherly Love harnesses a highly approachable flavor profile that excites new craft drinkers and veteran craft lovers alike.
“Brotherly Love was brewed out of passion, power and purpose—a passion for crafting excellent beer that instills a purposeful sense of togetherness among our fans and empowers them to ignite change in their communities,” notes Ron Barchet, Victory Co-Founder and Brewmaster.
Available for purchase starting this month, IPA lovers can responsibly enjoy Brotherly Love in 12-ounce, six- and 12-pack cans or on draft at retailers, bars and restaurants throughout the U.S. where Victory beer is sold, including Victory’s taprooms, and a soon to open taproom location at 1776 Benjamin Franklin Parkway in downtown Philadelphia.
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