You brews, you loos: Heaps Normal, Who Gives A Crap release new beer for charity

Toilet paper revolutionaries Who Gives A Crap and non-alcoholic brewery Heaps Normal have collaborated on a new limited-edition beer, with profits from each tin funding sanitation projects worldwide.

The brands launched the new Cheeky IPA on Thursday, describing the brew as a refreshing West Coast-style IPA, without the booze associated with traditional craft beers.

Press shots of the can make good on its name, giving drinkers some cheeky imagery to enjoy while sipping away.

Just as titillating is the partnership between the two brands, which grew separately, but appear to share the same ideals (and irreverent marketing nous).

The partnership promises to direct 50% of profits to organisations that help to build toilets in global regions without adequate sanitation.

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In addition, Heaps Normal pledges to donate $1.50 from each sold can to WaterAid, a longtime partner of Who Gives A Crap that has received millions of dollars in proceeds from toilet paper sales.

“At Who Gives A Crap, our mission is to uncrap the world, donating 50% of profits to help provide access to clean water and a toilet for everyone,” said Robin Cho, head of impact at Who Gives a Crap.

“By partnering with Heaps Normal, we can reach many more bums to get us closer to our big audacious goal of solving the sanitation crisis, all while having fun doing it.”

The Cheeky IPA “isn’t just some flush in the pan,” said Heaps Normal co-founder Andy Miller.

“Both Heaps Normal and Who Gives A Crap are taking on the big guys and showing that you can have a lot of fun while delivering a seriously positive impact,” he said.

The Cheeky IPA is available online as a four-pack, or in bundles with Who Gives A Crap toilet paper — one of which is affectionately titled the ‘Grog and Bog Bundle’.

The beer will also be available at select bars and bottle shops from late April.

Cheeky IPA arrives shortly after the release of Heaps Normal’s Half Day Hazy beer, which it launched alongside a campaign to make February 29 a half-day for workers.