Jim Beam Highball launched as a refreshing alternative to beer. Amazing.
Except cliche beer bros weren’t asking for this tasty alternative. So we gave them a reason to care: according to science, the current rate of global beer consumption is threatening the existence of future beers. (It’s true! Carbon dioxide shortages and other science-y reasons).

The best way to save beer from running out is to take a break from beer by having a Jim Beam Highball instead.

So, we created a non-non profit to give beer drinkers a ridiculous excuse to drink Highballs while joining a satirical social cause that brings the community closer together.