Non-alcoholic beer is emerging as a promising alternative for beer enthusiasts, offering the familiar taste of their favorite brews without the physical and mental health concerns linked to alcohol consumption. As more consumers seek healthier lifestyles and mindful drinking habits, this growing trend not only caters to their preferences but also highlights a shift in the beverage industry towards wellness-oriented products.
Kit NA Brewing is definitely aiming to exude that wellness vibe. Founded by Rob Barrett and Will Fisher, KIT NA represents the intersection of people’s love for beer, the social nature of gathering around a beer and the mental and physical benefits of the NA lifestyle. Earlier this year, Kit NA launched its Tuned In program. This initiative includes donating 1 percent of its annual gross profits to partnered non-profit organizations that are leading the charge in mental health, as well as specialized fundraising programs through retail, experiential and digital activations nationwide. Additionally, Kit NA Brewing will consistently focus its efforts on community centric initiatives and year-round activations that raise awareness for mental health. That all flows in nicely to May, which is Mental Health Awareness Month.
Kit NA Brewing recently announced an evolution of its Tuned In initiative with Kit NA’s Tuned In To Mental Health program, which is aimed at shedding light on and reducing the stigma associated with mental health. This program is a collaboration with Sound Mind Live — a non-profit organization that focuses on building a community and open dialogue around mental health through music.
Through the partnership with Sound Mind Live, beer drinkers are encouraged to support mental health initiatives by making donations, ranging from $15 to $50 and beyond, and they will receive exclusive items such as Kit NA’s Tuned In to Mental Health bracelets and T-shirts (and these Ts are pretty cool). From the press release:
Kit NA’s Tuned In To Mental Health extends beyond its online presence; this initiative will be brought to life experientially at music festivals, starting with Sound Mind Live’s Mental Health Music Festival on May 18th, in Brooklyn, NY. Additionally, Kit NA’s Tuned In To Mental Health will also have a presence in retail spaces, ensuring widespread availability and enabling opportunities for consumers to contribute in creating a world where well-being is top priority.
Visitors to Kit’s website will discover a dedicated landing page transformed into an extensive mental health resource hub and marketplace. Consumers are able to access a wealth of resources and helplines for mental health support, alongside a curated Spotify playlist, designed to foster mindfulness and self-care. Additionally, consumers are provided with the opportunity to download a self-care checklist.
For more information on Kit NA Brewing’s Tuned In to Mental Health initiative, visit https://www.kitna.beer/pages/tuned-in-to-mental-health.
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