The brand has cancelled all sales of Wingman beer during the month of July.
In possibly a first for the category, Wingman has decided to cancel all sales of Wingman beer during the month of July, in support of Dry July.
This bold initiative went live at midnight June 30 and will run throughout July.
"We have noticed a dramatic spike in alcohol consumption during the period of COVID-19 lockdown," Wingman Beer general manager Will Chambers says.
"Now, that may be music to the ears of those in the industry, but we also have a duty to consider our greater responsibility.
"Wingman has a simple purpose: to always have your back."
Chambers says the brand's suite of lower alcohol and zero alcohol lagers, brewed here in Australia, coupled with its brand value of making good decisions, aim to assist consumers in moderating alcohol consumption.
Wingman decided that Dry July would be the perfect time to pause for the cause.
"But just switching off sales seemed slightly hollow. The beer we brewed during the month of July also has a purpose," Chambers says.
"We have offered that stock for free, to Not For Profit clubs, who generate income from sales of beer, so they may benefit from selling Wingman beer and keep 100% of those proceeds.
"We would like to think this format of community support, to the likes of a Surf Life Saving NSW club, could contribute towards another piece of vital emergency equipment.
"If Purpose is the new Digital, we don't think this is a bad way to go about things for Wingman."