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May 17, 2023

Wild Rose Signature Brew Supports Animal-Assisted Therapy

Revenue from limited-edition beer sales will go to animal-assisted mental health programs.

This spring, drinkers of Sunday Fuzz won’t just be enjoying a tart, peach-flavoured beer, they’ll also be supporting a good cause.

For the third year running, a local Alberta charity will benefit from the sales of Wild Rose Brewery’s Sunday Fuzz seasonal beer. With every four-pack of Sunday Fuzz sold in Alberta, Wild Rose is donating $0.25 to support services offered by Chimo Animal Assisted Wellness and Learning Society (CAAWLS).

CAAWLS helps people of all ages who are facing physical, emotional or mental health challenges. The organization brings their specially trained dogs to visit seniors, schools, post-secondary institutions, unhoused people, and business. Interacting with these animals can create significant mental health benefits, including a decrease in anxiety and depression and an increase in motivation and social connection.

Getting Canadians talking openly and candidly about mental health is important to Wild Rose Brewery.

"CAAWLS’s commitment to the stewardship of mental health in Alberta communities is truly inspiring,” says Candace Potter, Brand Manager at Wild Rose Brewery. “They’re the perfect partner for this year’s Sunday Fuzz campaign.”

The collaboration with CAAWLS will further Wild Rose’s work to raise awareness for and help remove stigmas associated with mental health. Making Albertans more aware of the resources available to them is an important step.

"The funds and awareness raised through this initiative will allow us to provide expanded animal assisted intervention services for the ultimate betterment of community mental health in our province,” says Alexander Smoliak, President, Chimo Animal Assisted Wellness and Learning Society. “As a small non-profit, the partnership with Wild Rose will better equip us to offer programming in more locations that may not have access to the funding necessary to provide this type of service.”

"We’re proud to support CAAWLS and their work to help those who need it most," says Potter.

Wild Rose has a proud history of championing local mental health initiatives. The brewery has also worked with the Centre for Suicide Prevention, the Glass Half Full Foundation, and Huddle Up for Suicide Prevention.

Sunday Fuzz is available for purchase online, in-store at retailers across Alberta, and at the Wild Rose Taproom. The peach-flavoured Hefeweizen is a fruit-forward German wheat beer filled with real peach puree that offers a strong stone fruit aroma, with a tart edge and finish courtesy of a hint of apricot puree. Sunday Fuzz is available until summer 2023, or while quantities last.

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