Which is why together with Inne Beczki brewery we brewed a new beer and turned it into a self-sufficient donation engine. Each sold bottle donates 50 Eurocents to Rak’n’Roll foundation, and the remaining income is spent on brewing the next batch of beer. We also named the beer after foundation’s registered charity number to make donations via bank transfer much easier. The beer is alcohol free to keep focus on percent of donation rather that percent of the alcohol.

To promote Rak'n'Roll foundation we named the beer after foundation’s registered charity number to make donations via bank transfer much easier. We produced 15000 beers, which are available on shelves in more than 100 places in Poland - bars and shops. We have created self-financing product that can generate profit (50 Eurocent per beer). Except for being sold in bars and shops, we promoted the new beer in a digital campaign: in social media paid campaign, as well as in display ads and video campaign. Video spot was also promoted in cinemas. The campaign generated wide buzz and support from influencers and celebrities: such as the presenter of popular TV show Kuba Wojewódzki or famous Polish rapper ?abson), which posted about the campaign on their social media channels.

We have introduced a brand-new type of beer into the market. First batch was approximately 8000 bottles of beer and was sold out in 2 months. At present, there is a new batch in more than 1000 bars and shops which amounts to 7 000 beers and new batches are planned to be produced by the brewer. However, the more important fact is that with the tax year being not finished, we already gathered 50% more tax charity, than last year.