Do you live under a rock? No? Oh, then we’re sure you’ve heard of the #ALSIceBucketChallenge, the viral video phenomenon featuring your friends, neighbors, bridge club, knitting group, curling team, Verne Troyer, and just about everyone else dumping water over their heads to raise awareness of ALS (Lou Gehrig’s Disease). This thing is friggin’ everywhere.
Undoubtedly, it’s for a good cause, and it has raised an impressive sum of money to date. But, at some point, it largely begins to feel like if you’ve seen one, you’ve seen them all. Another day, another bucket of ice cold water dumped on someone’s head. Wash, rinse, repeat. Yawn.
Someone needs to break the cycle. Someone needs to do something different. Someone needs to do the challenge with a whole bunch of beer.
Oh wait, the team at Market Garden Brewery in Cleveland, Ohio did just that? Now, THIS, I have to see…
I love how they nominated other notable breweries (and that they themselves were nominated by the venerable brewing institution that is Great Lakes). I love how they will be donating a $1 for each pint of Hop Session IPA sold this weekend to help fund ALS research. I love how excited everyone in this video is. In short, I just love everything about this. Well done Market Garden.