Aurelio Beer Launches to Fight Prostate Cancer

Seven friends from creative agency Karmarama have founded Two Fingers Brewing Co. to launch artisan craft beer Aurelio – the only beer in Britain that will use all its profits to fight prostate cancer.

The clean and crisp 4.8% golden ale, brewed with 100% British ingredients, will be available at Tesco at £1.89 for a 330ml bottle.  The beer is brewed and bottled at cost by Horsham craft brewer Hepworth & Co. 

The new beer, Aurelio, has been almost two years in the making, since seven guys from Karmarama decided to use their love of craft beer and marketing expertise to create a beer brand that wasn’t just better tasting but better for men everywhere. Although the friends met at Karmarama, this is not an agency venture but a private one, funded by the individuals’ money.

Matt Sadler, Co. Founder of Two Fingers Brewing Co. and Planning Director at Karmarama said: “We were too lazy to run the marathon, so we thought we’d launch a beer brand.  Now, we’re giving men a beer they can be proud of. Aurelio is a top quality, great tasting brew that makes it a pleasure to join the fight against the most common cancer in men. This is one small sip for man, one giant gulp for man kind.”

The co-founders of the brewing company include Karmarama planning director Matt Sadler, creatives Stephen Cross and Simon Connor, creative chief Dave Buonaguidi, account director Will Waldron, financial controller Dale Michael and former Karmarama designer Tom Rowe. 

Mark Bishop, Director of Fundraising at Prostate Cancer UK, said: “Prostate Cancer UK is about engaging with men of all backgrounds and interests, using a range of new channels. It's about creating a movement for men's health and uniting men against prostate cancer. With a shocking 1 in 8 men in the UK at risk of the disease we need to be reaching out to them. It is with the support from organisations such as Two Fingers Brewing Co., that we can continue to do this. We thank the team for creating Aurelio and raising funds to help more men survive prostate cancer and enjoy a better quality of life.”

Chiara Nesbitt, Beer Buyer at Tesco, added: “At Tesco we are proud to sell a broad range of high quality beers. By including Aurelio in our craft ale fixture, we are providing customers with a great product for a great cause.”

“It is also a fine addition to the rapidly growing number of golden ales available in Britain which are continuing to win over lager drinkers and try ale for the first time.

“And of course it has been created for a really great cause which we are keen to support. Now we want to help turn Aurelio ale into a world-beater and believe this first class beer will do well.”

At least 10p from every bottle will be given to Prostate Cancer UK, with the remainder re-invested in building the business and brewing more beer to help more men.

Andy Hepworth, founder and head brewer at Hepworths, said, “We were delighted to be chosen to brew Aurelio, and very proud of the final result.  With every bottle sold helping to fight prostate cancer, we’re hoping that Aurelio becomes a best-seller.”