Mitchell’s Brewery Knysna has committed its financial support to '#KnysnaRises', a fundraising initiative led by Knysna Tourism. Until the end of November, Mitchell’s Brewery will be donating twenty cents from the sale of every bottle or draught of its flagship craft beer, Forester's Lager, to the '#KnysnaRises' fund in an attempt to further alleviate the crisis in the area.
Mitchell's Brewery supports '#KnysnaRises'
Hein Swart, managing director of Mitchell's Brewing Knysna says that as a longstanding part of Knysna’s fabric, it’s essential for Mitchell’s to use its commercial traction to assist in reviving the infrastructure that supports tourism and job opportunities in the region. Mitchell’s Brewery was established in Knysna in 1983.
"We have a broad consumer-base who have a strong affinity for the Mitchell's brand, which, for many, was formed during their visits to Knysna. Their on-going support of the brand is allowing us to 'pay-it-forward' – on their behalf – to rebuild this magical place where they’ve created lasting memories," Swart adds.
"Forester's is the best-selling lager in the Mitchell’s craft beer range, and seeing the name will hopefully trigger a reminder that although the #KnysnaFires may be out of the news, the region is still struggling to recover," says Swart.
Bottles and four-packs of Foresters Lager will also carry #KnysnaRises stickers (supplied at no cost by MCC Labelling in Paarl), which aims to encourage consumers to donate directly to the cause.
"The fire resulted in the loss of a number of accommodation establishments and, as a result, many people in the hospitality sector have lost their jobs. Some of these people lost their homes too," adds Elmay Bouwer, chairperson of Knysna & Partners tourism board. "It is wonderful that a local stalwart brand like Mitchell’s is using its national footprint to keep #KnysnaRises top of mind and help to raise funds, which will play a part in helping to alleviate the suffering of locals who were affected by the fire."
Knysna Tourism is working with Knysna Rotary, who will channel the funds raised by Mitchell’s Brewery to the tourism and leisure industry in the aim of creating job creation.
In addition to its financial support, Mitchell’s Brewery initiated and co-ordinated relief aid donations from Cape Town, Johannesburg, and Pretoria by calling on its national transport logistics network.
In total, 90 tons of aid was transported from Gauteng to Knysna. Mitchell’s also opened up the brewery premises to harbour 60 people on the night of the fire, and assisted in numerous evacuations of people and horses.
Contributions to the '#KnysnaRises' relief fund can be made to:
Knysna & Partners;
Account No. 929 8444 704;
Account Type: Bizstart.
Mitchell’s craft beers, and the Forester's Lager in particular, are available nationally at Pick ‘n Pay, Makro, Ultra Liquors, Tops and Norman Goodfellows, as well as Checkers in the Southern and Western Cape.
For more information, visit www.mitchellsbrewing.com or www.visitknysna.co.za.