Short’s Brewing Co. and The Pink Fund are teaming up in October for Breast Cancer Awareness Month with a fundraiser for cancer patients leveraging the brewery’s flagship brand, Soft Parade.

The Pink Fund is a national nonprofit that provides financial support on behalf of breast cancer patients to help meet basic needs, decrease stress levels and allow patients in active treatment to focus on healing while they’re fighting for their lives. The 90-day grant program pays critical expenses like housing, transportation, utilities and insurance for patients.

October 1–November 30, Short’s Brewing Co. will donate $1 for every Soft Parade purchased anywhere in its distribution footprint. This includes all Soft Parade formats: pints, 6-packs, 16-ounce cans and 12-packs. In order for Short’s to make the donation, the proof-of-purchase must be uploaded to their website.

Also, $1 from every Soft Parade sold at the Bellaire and Elk Rapids brewery locations will be donated to The Pink Fund. Short’s guarantees a minimum donation of $3,000, enough to sponsor one patient for 90 days.

“We’re all about giving back, and wanted to take the time to focus on the incredible work that The Pink Fund is doing to support breast cancer patients during treatment. Soft Parade is one of our best-selling brands, and with our pink-themed packaging it felt like a perfect fit,” says Pauline Preuter-Knighton, chief sales officer for Short’s Brewing Co.

Packaging and marketing materials featuring the partnership will start to hit shelves (and draft lines) across Short’s distribution footprint at the end of September and will feature a QR code that consumers can scan to be taken directly to the site where they can upload a picture of their Soft Parade receipt.

“We are so excited to have found a partner whose values are aligned with The Pink Fund mission,” says Deborah Braciszewski, development officer for The Pink Fund. “We know that Short’s Brewing Co. understands our vision for supporting the breast cancer community, and we are extremely grateful. This partnership with an organization who is eager to leverage its power for the greater good is heartwarming.”

Photo(s) by Tess Crowley