One percent of all proceeds of Profuse Juice to benefit world’s oceans, waves and beaches
Hazy IPAs are trending with the “Haze Craze,” and with that, 10 Barrel Brewing has just launched its new Profuse Juice, a gold medal winner at the 2019 North American Beer Awards (NABA), in partnership with Surfrider Foundation, a California-founded nonprofit grassroots organization. One percent of all proceeds of the beer—both cans and draughts—will go towards Surfrider and its mission to protect the world’s oceans, waves and beaches.
Profuse Juice is an ode to salty beach days and peeling lefts at your favorite break. At 6.5% ABV and 45 IBU’s, this tropical brew is light enough to knock a few back on the beach after a day of surfing. The focus of this drinkable Hazy IPA was to bring out all of the tropical juicy hop flavors while keeping the bitterness in check. Huge whirlpool additions and multiple rounds of dry hopping did the trick! Sure to convert non-IPA drinkers, this brew will be available for purchase through March 2020.
“10 Barrel has been as much about the beer as it has about supporting the active, outdoor-driven lifestyles we all enjoy here at the company and brew pub communities,” said Andy Goggins of 10 Barrel. “We’re excited to partner with Surfrider and for the opportunity to help raise additional funds for their mission to support our coastlines through the proceeds from our award-winning Hazy IPA recipe. While we’re land-locked here in Bend, we’re always down for a coast trip on the weekends and love visiting our pub in San Diego. We look forward to working with Surfrider on additional coastal events and activations through this partnership.”
Surfrider Foundation has a national network of chapter volunteers and serves as the first response to local threats in coastal communities. The foundation supports and spearheads campaigns like Yes on 67, which helped uphold the plastic bag ban in California, and The Save Trestles campaign, which focused on stopping a 6-lane toll road that would have cut through San Onofre State Beach, the Donna O’Neil Land Conservancy and sacred Native American sites along the southern Californian coast.
Proceeds from the partnership will support the organization’s five key areas of focus: beach access, clean water, ocean protection, coastal preservation and combating plastic pollution.
The partnership is a natural fit for the brewery, a long-time supporter of action sports, whose motto is “drink beer outside.” Founded in Bend, Oregon,10 Barrel has always been a beer for athletes and outdoor enthusiasts who enjoy fresh air with their libations—after evening surf sessions, chasing powder and descending down singletrack.