Quarantine beer sales idea of the day: Thomas Hooker Brewery creates Draft Beer Adoption Project to help dogs and unload dying kegs

COVID-19 has forced all of us to get creative on how we do business. For customer-facing craft breweries, many these days relying on a taproom revenue model, it’s meant getting very inventive with ways to make up money. We’ve seen breweries evolve into making hand sanitizer. We’ve seen events move online into virtual hangouts and round tables. We’ve seen beer festivals turn into drive-thrus. We even seen a brewery revamped into a soup kitchen for those in need.

Here’s another innovative idea: Bloomfield, Conn.’s Thomas Hooker Brewery is aiming to sell its dying kegs and support a good cause at the same with the Draft Beer Adoption Program. After seven weeks of closure, Thomas Hooker was not moving its keg inventory, so instead of dumping its deftly brewed beer, the brewery came up with a great concept.

From the Hartford Courant:

Enter the Draft Beer Adoption Project, which will debut this Saturday at the Tobey Road facility in Bloomfield. Hooker will be selling nine of its beers in gallon jugs for $10 a piece with a portion of the proceeds going to Dog Star Rescue’s adoption program, which leases space in the brewery’s headquarters and has had a relationship with Hooker for several years.

“A lot of people are dumping beer or sending it to distilleries,” said Curt Cameron, president of Hooker Brewing Co. “We thought, ‘Why not give it to consumers at rock-bottom prices and donate something to a rescue?’ A make lemonade out of lemons situation.”

The Thomas Hooker Brewery also pulled together the video above, playing off those tear-jerking SPCA videos that make us all donate money. Click here to learn more and order from the Draft Beer Adoption Program. Pickup time is this Saturday.