Sierra Nevada Launches "Wild Rivers" Campaign

Sierra Nevada Brewing Co. announced today the launch of the “Wild Rivers” campaign to help keep our waterways clean and healthy.

For every 12-pack of Pale Ale and Summerfest Lager purchased in the U.S. this May, Sierra Nevada will donate a portion of proceeds to Western Rivers Conservancy, a nonprofit partner based in Portland, Oregon.

“Our beer is a product of our surroundings,” said Ken Grossman, Founder and President of Sierra Nevada Brewing Co. and member of the board of directors for Western Rivers Conservancy. “Sierra Nevada is not just the name of our brewery, but also a place with its own unique environment. We need to do our part in protecting that environment for generations to come.”

Proceeds from the Wild Rivers campaign will support Western Rivers Conservancy’s work to create river parks and protected natural areas along rivers like the Klamath River in California, the John Day in Oregon, the Hoh River in Washington and the Bear River in Utah.

The campaign launches at retailers nationwide on May 1, 2009, and continues through May 31.