Karma Keg and LTC launch to support hospitality staff
ekeg has partnered with the Licensed Trade Charity (LTC) to launch the Karma Keg, a joint-branded keg and cask that turns an everyday pour into a good deed. When a branded keg lands in a venue, staff who spot it and take part are rewarded, and every activation triggers a donation from ekeg to LTC. The charity has long supported people working in pubs, bars and breweries through hardship, ill health and financial difficulty. Tom Meakin of ekeg describes the Karma Keg as simple and sociable, a double-duty pour for the pub and the people behind the bar. He says the partnership with LTC embeds their values into something staff can see on shift. Joby Mortimer, LTC’s director of charity operations, notes that bar staff are often the first to notice when a colleague is struggling, and the Karma Keg helps raise visibility and reach more people in the trade. Launched at the LTC Awards Dinner, it is rolling out to ekeg’s 700-plus customers and will appear in breweries, pubs and bars as kegs are filled; staff taking part are recognised on the spot, and ekeg’s contribution scales with each activation. Source: Beer Today
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