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Karmarama give “Two fingers” to prostate cancer with craft beer

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A former Karmarama employee has teamed up with the agency's current planning director Matt Sadler, creative chief Dave Buonaguidi, account director Will Waldron, financial controller Dale Michael, and creatives Stephen Cross and Simon Connor, to set up a new craft beer company, which donates all of its profits to Prostate Cancer UK. Graphic designer Tom Rowe and his friends from Karmarama have spent the last two years creating the “Aurelio” golden ale under the “Two Fingers Brewing Co” brand. The idea was to use their combined marketing expertise to create a beer that not only tastes great, but benefits men everywhere.

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Graphic designer Tom Rowe and his friends from Karmarama have spent the last two years creating the “Aurelio” golden ale under the “Two Fingers Brewery” brand

According to Rowe, “The idea came shortly after a colleague at work had been diagnosed with prostate cancer,” and “After chatting about it in the pub the idea of a charity beer was kind of thrown about and it was from there that it all grew.” The group put their own time and money into the project, but the beer itself was brewed by Hepworth and Co, a craft brewery based in Horsham, West Sussex. The group is even planning to take the beer to a larger audience by using Kickstarter to fundraise enough money to buy a 3-wheel Piaggio Ape and build “The Smallest Pub in the World” inside it, with the idea to sell the beer at festivals across the country.

Two Fingers Brewing Co.

According to the project's Kickstarter page, prostate cancer is the “Biggest issue in men's health, with 1 in 8 British men getting the disease in their lifetime.” Aurelio, which is being marketed as the brand's “Flagship” beer, is already being stocked in Tesco and Morrisons, as well as numerous pubs and restaurants in London, and it as already won a spate of industry awards, despite having only launched back in January.

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A quick glance at the reviews section of the company website boasts glowing reviews from such noted experts as Masterchef's Gregg Wallace and Sunday Times wine critic Bob Tyrer

Aurelio is a strong (4.8%) golden beer, which “Combines the refreshment of a lager with the fine flavours of an ale,” with a “clean and crisp, artisan taste,” and “Perky citrus flavours that spring to the palate.” Whilst this might read as marketing spiel, a quick glance at the reviews section of the company website boasts glowing reviews from such noted experts as Masterchef's Gregg Wallace and Sunday Times wine critic Bob Tyrer, who has said “The concept is compelling, what wine has every promoted itself so cleverly or altruistically?” Rowe and his team don't begin and end with Aurelio either. The brand is already prepping plans for an artisan cider “Bogart” and stout “Orpheus.” I'll see you at the bar!

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Benjamin Hiorns is a freelance writer and musician from the UK who once attempted to brew his own beer. It tasted like wet feet.

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