Brewgooder is much more than just a craft beer brand, it is a social enterprise started in 2016 by Alan with a simple mission…they have set out to provide clean water for 1,000,000 people through the power of craft beer by donating 100% of their profits to clean water charities. #DrinkBeerGiveWater
Personally, I first came across Brewgooder craft beer when supporting their Jingle Wells Xmas Jumper campaign in 2017 (picture above), whereby every jumper sold helped to provide one person with clean drinking water. On top of that, the beer was also very tasty!
After meeting Henry Leonard from Brewgooder at a recent event, we reached out to Alan Mahon for a Q&A and he was kind enough to answer some of our questions below…
Inside the Cask: What is the idea behind BrewGooder? How did it come about?
When I was 21, I was working on an international development project in Nepal and I fell ill after picking up a parasite from contaminated water. After returning home, I got better really easily by just visiting the doctors and getting a prescription for a common antibiotic.
The experience brought home to me that I was lucky in the UK to have access to basic stuff, but somebody born in the same moment as me, in some place that lacked clean water, would have the odds stacked against them to have a healthy and happy life.
And for me, it really focused my attention on water as an issue. Coupled with a love of beer I thought I would combine what I liked with what I felt motivated to help change.
Inside the Cask: Do you have an interest in brewing or is Brewgooder mainly a platform for the social enterprise message? Have you worked in the drinks industry before?
I am not a good brewer but I love beer, my friends love beer, it is a part of my life and I am passionate. But in the same way as I can appreciate a great tasting meal, I cannot necessarily make one. I thought that there were people better positioned and more talented in brewing than I could ever get that would want to help me realise the potential Brewgooder has as an idea.
Beer is such a powerful social tool, it brings people together usually for good reasons and to combine that with a good cause was irresistible.
I was 25 when I started Brewgooder. It was only my second “grown-up” job. I had worked in lots of bars in my home town from the age of 14, my dad was a bar manager for years… perhaps its been in my blood.
Inside the Cask: Can you tell us more about your background? What else are you passionate about?
I am just a normal guy, I don’t particularly have an interesting background. I grew up in Ireland and came to Scotland, mainly for Glasgow’s music scene and to go to Uni here and I feel in love with Scotland. I guess I am passionate about learning and trying new things, about family and friends.
Inside the Cask: For people interested in coming into the drinks industry, what would be your advice? How about social enterprise, how can someone become more involved or even work in this area?
It sounds weird but I really feel I am still at the very very start of a journey of learning in the industry. What I know now, two and a bit years on from starting Brewgooder is frightening. I knew so little and still know so little, but feel like I have learned a lot.
And that has taught me that when you throw yourself in and have to learn quickly its the biggest educational tool. Everyone I come across I try to learn something from them. My advice would be to do the same. Only when you know the extent of what you don’t know can you make decisions based on evidence and advice.
For someone wanting to get into the Social Enterprise world – my advice is to be prepared to dedicate everything to your goal… to your passion and your purpose. If you don’t, people will be able to see through you and your brand. It is not an easy sector but it is the most rewarding career path I can think of.
Inside the Cask: What does the future hold for Brewgooder in your opinion? How much has been raised to date through its ‘Clean Water Lager’ to support more people accessing clean drinking water?
By the end of the year, we will have raised almost £100k for good causes and we are currently delivering a project a week in Malawi, roughly 200-people per month are benefiting. The future for Brewgooder looks bright, more and more people are turning to us and drinking our beer and joining our movement. But its not certain – we need to engage people beyond the headline of charity beer. Show people that we can do new an innovative things with our business and our impact.
Inside the Cask: What surprised you about working in the Brewing industry?
Personally I think the vast majority of beer is distributed, not sold, in the industry. Those who own the distribution, like big, big brewers can dominate just by tying up the lines, preventing competitors from stealing their share in venue, or on retailer shelves. They buy distribution and the beer sort of moves through it.
That has shown me that we have to be creative about how we sell our beer – and make our noise in a way that avoids a losing battle with big brewers who make beer inferior to ours and to the thousands of other craft brewers in the UK.
Inside the Cask: How has the Honesty Box concept been received by consumers and any feedback you can share? How will Brewgooder compete against craft beers from across the US, Europe and elsewhere?
When people could pay what they wanted, they paid on average well above what we recommended the RSP of our six pack was. They paid £11.05 for 6 bottles, which is much higher than Peroni, than Hop House 13 and almost every single premium lager on the market.
That’s the drinker we are after… those who have decided they do not want to drink the biggest brands and have decided to trade up… now they can go one further. 100% of the Honesty Box drinkers said they would buy our beer again… those who paid under the average would do so because of the taste of our beer. Those who paid over do so because they love our message. I think that means that we not only beat big lager for taste but absolutely kick the shit out of them in terms of our story. And people will pay more and return more often to us in future.
Inside the Cask: What is the favourite part of your job?
I am privileged to do what I do. I love to work with my team and I love to see our impact when we get the chance to travel to Malawi. And for me when those two things combine… when my team get to see the impact they create that is a very special feeling.
Inside the Cask: For the latest Xmas Jingle Wells Campaign from Brewgooder….check out their website by clicking here. Let’s join Brewgooder to use the power of beer to fix 12 broken wells in Malawi, bringing clean water access to over 4,000 people this Christmas!
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