#CMweekly: Watch City Brewing Co. Rescue One Kölsch

Company: Watch City Brewing Company
Cause: Community
Partners: Jon Davies Memorial Fund
Website: http://www.watchcitybrew.com

Program of Action
The Waltham, Massachusetts based pub, Watch City Brewing Company, created and brewed Rescue One Kölsch in honor of a fallen firefighter, Jon Davies. The beer, brewed with the help of Worcester fighters, will be sold at the local pub with donation proceeds from sales going towards the Jon Davies Children Memorial Fund to benefit Davies’ three growing sons. Supporters from nearby cities and across New England can also purchase kegs and limited edition bottles.

On December 8, 2011 firefighter Jon Davies ran into a burning building to search for a missing tenant and never returned. The owners and brewers of the company were inspired to help a family that lost a husband and a father. As a result and help from the Worchester Fire Department they decided to brew a specifically made beer, Rescue One Kölsch, in honor of Jon Davies.

Best Practices
With Watch City being a part of the brewery industry, the company attracts a different variety of consumers, particularly men. Men aren’t the main consumer campaigns seem to grab the attention of, for women and millennials have been seen as driving cause marketing. However, according to PRWeek Cause Survey, 88% of men believe it’s important for companies to support a cause. Watch City allows men to raise a glass while honoring a firefighter, husband and father that perhaps they can relate to.

In addition, Watch City is making a difference in their local community. By gathering the town and nearby cities together to raise funds for a fallen firefighter hits home and hearts for those living in the community. This is a smart approach for the beverage company, not only are funds being raised but Watch City is creating awareness amongst the brewery industry and other cities that can see how a simple, local campaign can make big impacts for a community.

Lastly, the Waltham Massachusetts based pub truly dedicates the company to a cause they support. The unique partnership matches due to Watch City’s desire to help a family that is part of their community. The reason behind the partnership speaks for itself and draws consumers in with the strong emotions that are attached to brewing Rescue One Kölsch.

Program Outcome
As of now, Watch City has raised over $3,000 for Jon Davies Children Memorial Fund and is continuing their efforts. With the campaign grabbing more media attention and raising awareness across New England, funds are expected to rise quickly. Though, you may not live in Massachusetts or a city nearby, we encourage you to share the story and motivate others to contribute and purchase a case of Rescue One Kölsch.

Your CM Aficionados,
Amy and Kassie

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