Insights on beer marketing & PR by a beer-war vet

08 September

CSR: Cavalier social responsibility

Victorian Cavalier Brewing company deserves a quiet pat on the back.

They have demonstrated that you don’t have to be big in brewing or sponsorship to make serious socially responsible efforts that make a difference.

Cavalier has just launched an initiative to help raise research funds for, and awareness of, motor neurone disease (MND).

Central to this effort was an approach by Dr Ian Davis, who has MND and loves his beer, for a fundraising brew. Cavalier readily agreed to the special brew and have, appropriately, called it Courage Ale.

The beer will be launched in early 2013 raising funds for MND and me and Zo-ee: two Australian organisations active in the MND cause.

Dr Ian Davis

Cavalier’s Courage Ale has already attracted serious attention from media including several 3AW interviews with Justin Smith and profiles in Melbourne’s Sunday Age and Herald Sun newspapers.

Apart from being a worthy thing to do – and I know this was not the objective – from a PR/reputation-building perspective Cavalier has shown that genuine humanity and compassion can go a long way in building reputation. This ain’t no typical ‘corporate’ cheque handover/grip ‘n grin; they are clearly and passionately involved.

And doesn’t that empathy shine through?

CSR usually means ‘corporate social responsibility’ but I’d like to think this case of ‘Cavalier social responsibility’ will catch on.


PS click here to find out how you can help MNDandme and Zo-ee.

  • Ian

    Thanks for the support Parky! Would love to have you at our beer launch!!

  • beerlines

    Thanks to you guys for doing this. I’ve seen lots of ‘corporate’ social responsibility efforts and that word just seemed wrong here. All the best with this funds and awareness raising. It’s a good thing you’re doing. Parky