A new partnership between Upstreet Brewing and Juno Award-winning musician Serena Ryder was announced today that will see the P.E.I.-based brewery’s non-alcoholic craft beer brand Libra look to normalize socializing without alcohol through a number of wellness-inspired content and experiences.
According to the Upstreet Brewing news release, 40 per cent of Canadians are prioritizing their mental well-being due to the pandemic, and the two parties have come together to collaborate as a means to educate and support Canadians who wish to take a more mindful approach to being social.
"Changing the conversation about being social and having fun without alcohol is so important. I love to party and be out with my friends. Drinking Libra allows me to be social and not feel like I am missing out," says Ryder. "I chose to work with Libra because they completely align with my core values. They are all about mental wellness, health, sustainability, and they are a B-corp, so doing business differently is in their DNA. I also really love everything about the beer. There are so many opportunities for us to help Canadians find their balance but also give back and support other artists."
In addition to the duo's upcoming collaborative content, the partnership will also see 1 per cent of all Libra sales allocated toward Ryder’s music incubator, mentorship, and experiential wellness community ArtHaus.
"Music is a big part of the culture at Upstreet, and from day one, we have supported local artists and the arts community in Atlantic Canada," says Upstreet Craft Brewing co-owner Mitch Cobb. "When we started talking with Serena and her team, it became crystal clear that our values are in sync. We are excited to join forces and change the conversation on what being social can look like and help more artists across Canada access the mentorship and wellness services they need to grow."