That’s why we’ve co-created a brand-new alcohol-free beer with #IAMWHOLE, a brilliant mental health campaign who believe – like us – that a chat over a beer can make all the difference.

SAD AF is a 0.5% marshmallow pale ale we’ve named to help raise awareness of Seasonal Affective Disorder (S.A.D.). We know 84% of those people experiencing mental health challenges say January is the worst month – but only 56% are aware that Seasonal Affective Disorder can actually cause depression and anxiety.

So now is the time to reach out to a friend or family member you think might be struggling. Now is the time to open up if you’re feeling SAD AF. Now is the time to sit down for a drink and just talk. Thanks to the work #IAMWHOLE are doing, we know 82% of men say they are more likely to open up over a beer… which is why this partnership (where we are inviting people to have that chat responsibly, over an alcohol-free beer) makes so much sense.

It’s also why we will donate 100% of the profits from SAD AF to #IAMWHOLE’s vital mental health research fund.

Take a look at the video they have created as part of this campaign… and prepare to be blown away by the message: