Real Ale Brewing Co. has debuted limited-edition Axis IPA camo cans to support Feeding Texas during the busy holiday season. We think that’s pretty cool. The partnership helps fund the statewide Hunters for the Hungry program, which turns donated venison into meals for Texans facing food insecurity. The seasonal cans extend Real Ale’s recent push to align new releases with community impact. The brewery also launched Been There lager in October to support homelessness-focused nonprofits in Austin. We also think that’s pretty cool. From the press release!
“Supporting our local communities has always been part of who we are at Real Ale,” said Brad Farbstein, President of Real Ale Brewing Company. “Partnering with Hunters for the Hungry is a meaningful way for us to help make a real difference right here in our home state of Texas. Especially as we head into the holiday season, when so many families are struggling to put food on the table, we want to do our part to help eliminate hunger and strengthen the communities that have supported us for nearly three decades. We’re proud to stand alongside Feeding Texas in their mission to ensure every Texan has access to a good meal and a little more comfort this time of year.”
Details on the Axis IPA partnership
Real Ale designed a cool camouflage Axis IPA can for this collaboration. The brewery aligned the concept with hunting season and Feeding Texas’ venison donation program. A portion of proceeds from each 6-pack supports the Hunters for the Hungry network. Hunters for the Hungry works with participating meat processors to convert donated, legally harvested deer into packaged venison. Texas food banks then distribute the protein to families in need, offering a steady supply of lean meat at a critical time of year. From the press release:
“Partnerships like this are what make our work possible,” said Celia Cole, CEO of Feeding Texas. “Real Ale is a brand deeply rooted in Texas, and their commitment to giving back reflects the same community spirit that drives Feeding Texas and our Hunters for the Hungry program. Together, we’re turning a shared passion for Texas and good food into real impact, helping provide meals to families across the state who need them most. Especially during the holidays, this kind of collaboration reminds us how powerful it can be when local businesses step up to fight hunger in their communities.”
Where Texans can find Axis IPA camo cans
Texans can find the limited cans at retailers such as H-E-B and Total Wine. Real Ale also placed Axis IPA on draught statewide. Visitors can try the can and the core beer lineup at the Real Ale Taproom and Beer Garden in Blanco. Eye-catching can art continues to influence modern shopping behavior. Seasonal designs encourage fans to seek out new releases, share photos and pick up limited editions on impulse. The Axis IPA camo look taps into Texas culture and draws attention to the partnership behind it.
Inside Real Ale’s Been There lager release
In October, Real Ale released Been There lager in partnership with Been There, an Austin-based nonprofit that supports organizations fighting homelessness. The crisp Texas lager raiseed funds through direct per-unit donations. Each case contributed $4 to the nonprofit’s efforts, and each keg added $30. The beer was available (perhaps still is) in Austin-area stores, including H-E-B and Total Wine, and at local bars such as Lavaca Street and Mean-Eyed Cat. Been There has raised millions for homelessness-focused groups across Austin. The nonprofit uses entertainment, community events and now beer partnerships to draw attention to housing insecurity and connect supporters with local organizations.
How the two efforts reflect Real Ale’s broader strategy
Real Ale continues to focus on regional impact and community partnerships. Axis IPA camo cans support food banks across Texas. Been There lager targets homelessness in Austin. Both releases tie limited packaging and seasonal availability to charities operating in the brewery’s home state. We think that’s pretty cool.
