Rough Trade collaborates with Signature Brew for CALM Dry January fundraiser

Independent music retailer Rough Trade has collaborated with its brewery partner Signature Brew to raise funds for Campaign Against Living Miserably (CALM).

Throughout the month, the independent record store will raise money for charity partner CALM to celebrate Dry January.

The initiative will see £1 per sale of any non-alcoholic beer purchased at in-store bars in East London, Bristol and Nottingham donated to the mental health charity.

Heading up the offer is award-winning brewery Signature Brew’s frontline non-alcoholic beer ‘Lo-Fi’, which will be served to customers on draught. The hazy pale is inspired by the lo-fi beats listened to by staff and customers for relaxation, which contains nothing but the highest-quality Simcoe hops for big pine aromas and tropical fruit flavours.

This is a classic example of how Rough Trade utilises its industry partners to build meaningful connections that benefit the local community of its retail stores, as well as the wider music industry and fans.

Rough Trade teamed up with London-based brewery Signature Brew in March 2023, just weeks before Record Store Day, stocking a selection of its in-store bars with the brewery’s flagship collection exclusively on draught.

Shortly after, in September 2023, the retailer partnered with CALM in support of its suicide prevention and mental health services, starting with a launch event fundraiser at its Rough Trade East store, followed by a recent prize draw and ongoing donation efforts that have raised over £7,000 for the charity.

Founded in 2006, CALM is dedicated to ‘offering life-saving services, provoking national conversation and bringing people together to reject living miserably.’ It operates a helpline and webchat that is open 365 days a year to support people who need help dealing with life problems that may be affecting their mental health.  

Emily Waller, UK Head of Brand and Content at Rough Trade, commented: “We’re thrilled to be working alongside our partners to raise money for such a worthy cause. With so many people suffering in January, global initiatives such as Dry January are widely recognised for helping people detox and clear their minds for the year ahead.

We hope by encouraging donations through the sale of our non-alcoholic beer ranges, that we can not only aid people in their Dry January efforts but help CALM continue to provide life-changing support to those struggling year-round.”

Sam McGregor, Founder of Signature Brew, added: “We are super proud to be collaborating with Rough Trade throughout January with our alcohol-free hazy pale Lo-Fi, to support CALM and their important work this time of year. 

Shopping for records in store, with a pint of Lo-Fi in hand sounds like the perfect way to do this.”

Rough Trade customers and music fans can also support CALM’s vital work by donating in-store and online. Just £3 can fund ten potentially life-saving conversations via WhatsApp.