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7 December 2020
Two weeks ago, Scotland became the first country to make period products free by law, following a four-year campaign spearheaded by Labour MSP Monica Lennon. Municipal authorities are now legally required to ensure that tampons and sanitary pads are available to anyone who needs them.
To celebrate this victory against period poverty, Scottish beer brand BrewDog just launched Bloody Good Beer, which ‘will hit you with a punch of tropical guava aroma, floral and stone fruit, rounded off with a sweet mandarin citrus finish.’ All profits will go to Bloody Good Period, a non-profit that provides menstrual products to refugees, asylum seekers and others who can't afford them.
This isn't BrewDog's first foray into promoting gender equality: in 2015, it sold No Label, billed as the world's first 'non-binary, post-gender beer’, with profits going to a London LGBT organization. Companies that stand for something more than just profit — and consistently demonstrate that they're open, supportive and sympathetic — are increasingly sought out by consumers. (Thirteen-year-old BrewDog is valued at around USD 2 billion, so it's not bad for business, either.) How can your brand show where it stands?
The TrendWatching content team