Signature Brew launches CALM Dry January Fundraiser

Signature Brew has partnered with the iconic music retailer Rough Trade for a commendable Dry January initiative. This collaboration is dedicated to supporting the Campaign Against Living Miserably (CALM), a leading mental health charity, during a month when many choose to abstain from alcohol.

Throughout January, for every non-alcoholic beer sold at Rough Trade’s in-store bars across East London, Bristol, and Nottingham, £1 will be donated to CALM. Signature Brew’s non-alcoholic offering, ‘Lo-Fi’, takes center stage in this campaign. The hazy pale ale, crafted with the highest-quality Simcoe hops, delivers vibrant pine aromas and tropical fruit flavors, inspired by the soothing lo-fi beats that are a staple for relaxation among Rough Trade's staff and customers.

Signature Brew has been closely aligned with Rough Trade since March 2023, gracing the retailer’s bars with its flagship beers on draught. The relationship between the two brands extends beyond mere business, with a shared dedication to cultural enrichment and community support.

Their joint venture with CALM, which kicked off with a launch event fundraiser at the Rough Trade East location, is part of a series of collaborative efforts that have already raised over £7,000 for the charity. CALM's mission is to provide a lifeline to individuals facing life challenges that impact their mental health, operating a helpline and webchat available every day of the year.

Emily Waller from Rough Trade expressed enthusiasm for the partnership:

“We’re thrilled to be working alongside our partners to raise money for such a worthy cause. We hope that by encouraging donations through the sale of our non-alcoholic beer ranges, we can support CALM’s life-changing services."

Sam McGregor of Signature Brew also shared his pride in the collaboration:

“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.”

Customers visiting Rough Trade this January can not only enjoy shopping for records with a pint of Lo-Fi in hand but can also contribute to CALM’s crucial efforts. With just £3, supporters can fund ten potentially life-saving conversations via WhatsApp, an investment in the well-being of those in need.