Non-alcoholic beer brand, Heaps Normal, has teamed up with eco-friendly toilet paper company, Who Gives a Crap, to create a new brew, the Cheeky IPA.

The partnership promises to donate 50% of the profits from the sale of Cheeky IPA to clean water and sanitation non-profits globally. Additionally, Heaps Normal has pledged to donate $1.50 per can, up to a limit of $100,000, to the charity work via WaterAid. The Cheeky IPA is a West Coast style IPA, brewed here in Australia with all the ingredients of an alcoholic beer. 

The Cheeky IPA is a special release non-alcoholic product with less than 0.5% ABV. It is available in a four-can pack of 375ml cans for $17. The companies have also partnered on a 'Grog and bog bundle' including 48 rolls of Who Gives a Crap's 100% recycled toilet paper, and a 'Tinnies and towels bundle' including 6 rolls of forest friendly paper towels and a 4-can pack.

Who Gives A Crap’s Head of Impact, Robin Cho hopes the unexpected, yet hilarious partnership will shake things up Down Under. “Together, we’re combining the cheeky spirit and passion for changing the world of Who Gives A Crap and Heaps Normal to develop a product that helps people and the planet. Although unexpected, the Cheeky IPA truly embodies this," he said.

“At Who Gives A Crap, our mission is to uncrap the world, donating 50% of profits to help provide access to clean water and a toilet for everyone. By partnering with Heaps Normal, we can reach many more bums to get us closer to our big audacious goal of solving the sanitation crisis, all while having fun doing it."

Heaps Normal Co-Founder, Andy Miller cheers the impactful collaboration, in the hope of reminding people of the importance of supporting brands that are purpose-driven.

“Did we have a little bit too much fun playing around with our mates at Who Gives A Crap, on coming up with toilet jokes? Well, yes. But this special beer release isn’t just some flush in the pan. Both Heaps Normal and Who Gives A Crap are taking on the big guys and showing that you can have a lot of fun, while delivering a seriously positive impact. Oh and it’s my new favourite beer. You’ll be bummed if you miss it.”