Massachusetts Beverage Business



BEAM GLOBAL SPIRITS & WINE and CANADIAN CLUB whisky have renewed their partnership and support of Movember, a charity that encourages men to grow a “Mo” – slang for moustache – for the month of November to raise awareness and funds for the Prostate Cancer Foundation and the Lance Armstrong Foundation.  To encourage employees and distributors to join the CC Movember team, Beam Global will match employee contributions up to $25,OOO.  The CC Movember team will include “Mo Bros” who start clean shaven on November 1 and grow a moustache throughout the month, while “Mo Sistas” will help by fundraising and recruiting Mo Bros to participate.  The Mo is designed to start conversations about men’s health topics, including prostate and testicular cancer.  In its inaugural year with Movember, Canadian Club raised more than $26,OOO, the second highest amount of money raised by any team.  The team consisted of nearly 1OO Beam Global employees and partners.  This year, Beam Global and Canadian Club are setting a goal to raise $6O,OOO with 15O participants.  CC will enlist legal purchase age consumers to become Mo Bros and Sistas through on-premise events through Movember at which their Mo growth will be measured.  Participants will receive a CC trivia card featuring a Mo-related pop culture quiz to drive registration and create excitement around the program.  Moustache drink stirrers, faux Mos, t-shirts, coasters, and speciality Mo cocktails will be featured at the Movember events.  Shelf talkers and case cards will be used in the off-premise to raise awareness.  CC will help celebrate the culmination of Movember with Gala Partés in 1O cities, including Boston, for Mo Bros and Mo Sistas who raise at least $1OO for prostate and testicular cancer. 

Movember, the largest global event dedicated to men’s health, was born in 2OO3 when three friends in Melbourne, Australia decided it was time to bring back the moustache as a tool for men to break the ice in talking about a taboo subject – their health.  To date, more than $47 million has been raised to support men’s health issues through official moustache-growing campaigns in the US, Canada, UK, Ireland, New Zealand, Australia and Spain. To participate, visit

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