BrewDog launches charity beer SAD AF

By Rebecca Weller

- Last updated on GMT

#IAMWHOLE: BrewDog launch alcohol-free beer alongside charity campaign to raise awareness of ‘Seasonal Affective Disorder' (SAD)
#IAMWHOLE: BrewDog launch alcohol-free beer alongside charity campaign to raise awareness of ‘Seasonal Affective Disorder' (SAD)

Related tags Brewdog Alcohol-free beer Low to no mental health Social responsibility

BrewDog has partnered with #IAMWHOLE to launch an alcohol-free charity beer, SAD AF, as part of a mental health campaign to encourage men to talk to friends and family about depression and has pledged to donate 100% of the profits into mental health research.

The campaign was co-founded by Rizzle Kicks popstar Jordan Stephens with the aim of raising awareness of ‘Seasonal Affective Disorder' (SAD), which affects 2m people in the UK, after a recent study of 1000 people revealed 85% believed January was the worst month for mental health. 

Youth Mental Health Ambassador Doctor Alex George said: “Not many people know how serious seasonal affective disorder can be on your mental health, it’s not just the ‘winter blues’ and can lead to depression and anxiety. 

Reach out

“This January, the best way to look after your wellbeing is to talk to friends and family about how you are feeling. I urge everyone struggling to reach out.” 

The campaign was inspired by #IAMWHOLE research which found social interaction has been at an all-time low since the beginning of the pandemic.

On average, sufferers reach out to loved ones 6 times a month, a decrease of 34% from 2019 while 48.3% said they were more likely to open up over a relaxed drink in a pub rather than phone call.

Over the course of the coming year, BrewDog has planned to use its 120 UK pubs as a forum for a programme of #IAMWHOLE events to raise awareness of mental health and promote a healthy lifestyle with its growing range of alcohol-free beers.  

Don't suffer in silence 

The campaign launched yesterday (12 January) with a video in which Stephens recites a self-penned poem ‘I’m Sad AF’, followed by a string of celebrities including Danny Dyer, John Simm, Mo Farah, Seann Walsh, drag queen Bimini Bon Boulas and Love Island star Dr Alex George all reminding men to take care of their mental wellbeing. 

#IAMWHOLE co-founder Jordan Stephens said: “January is an exceptionally difficult month for many mental health sufferers, including myself.

“Not only is the festive season long gone but it is dark, cold and more isolated, making way for seasonal affective disorder to lower moods.

“At IAMWHOLE, we’re proud to launch SAD AF with BrewDog, with all profits donated to vital mental health research. Don’t suffer in silence, meet up with a friend for an alcohol-free beer in January. Cheers.”

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