One of the by-products of the craft-beer movement has been the relationship between breweries and specific medical causes with the aim of helping drinkers’ health. While it might seem that every month is dedicated to raising awareness in specific causes, the boost from beer is important, organizers say, because of the reach that breweries have to consumers, especially ones in the targeted demographics.
For the past decade, Pints for Prostates has been raising the awareness of prostate cancer through events such as the annual Denver Rare Beer Tasting (Craft Beer & Brewing Magazine® is the media sponsor of the event) and through specialty bottle caps that are used by breweries each fall.
“Pints for Prostates works to engage men in a conversation about their health in a relaxed and nonthreatening way. By having some fun with a topic they would rather avoid, we are able to reach a population of men who might otherwise ignore traditional health messages,” says Founder Rick Lyke.