Yet another craft brewery launches an environmental restoration tie-in, this time to help revive the James River in Virginia

We have featured a number of restoration-themed beers here in REVITALIZATION over the past six years, and more than a few of them have been based here in greater Washington, DC area, including Virginia, Maryland and Delaware. One of my (Storm Cunningham) favorite regional breweries has long been Starr Hill, founded in lovely Charlottesville, Virginia back in 1999.

Now, on April 5th, 2021) Starr Hill Brewery announced a partnership with the James River Association to raise money for river restoration. Starr Hill will donate $1 to the James River Association for every 6-pack purchased during May of its Wheat Beer, The Love, a four-time award winner at the Virginia Craft Beer Cup, which also won a silver medal at the Great American Beer Festival.

Starr Hill is encouraging its fans to “Love Your River” for May by supporting two James River Clean ups hosted by Starr Hill on Main in Lynchburg on May 2 and Starr Hill Beer Hall & Rooftop in Richmond on May 16. Volunteers will be provided a limited “Love Your River” t-shirt, sponsored by Blue Ridge Graphics of Charlottesville. Participants will be invited back to the Lynchburg and Richmond tap rooms for a reception after the clean-up.

All great beer starts with great water,” says Brewmaster Robbie O’Cain. “We are encouraging our fans to support river restoration and show their Love for the largest river in Virginia. As a brewer and a fisherman, I know how important it is for our community to maintain our waterways and we hope that the craft beer community will support this exciting and important program.

Starr Hill will launch a month-long campaign in May to raise awareness for the James River Association and will encourage its fans to take the River Hero Pledge to reduce the threat of pollution from stormwater runoff. All participants who take the pledge will be entered into a drawing for a paddle trip in Lynchburg provided by James River Adventures.

We are excited to be partnering with Starr Hill Brewery to bring awareness to the importance of a healthy James River for those who love being on or near the water, as well as more than 2.7 million Virginians who rely on the James for their drinking water,” says Bill Street, CEO for the James River Association.

As the only organization solely dedicated to protecting the James and connecting people to it, JRA is constantly working to take actions promoting conservation and responsible stewardship of the James, and we welcome every opportunity to get people involved in making a difference. Our River Hero Homes program is the perfect way to start, by pledging to adopt easy behaviors in your own backyard that help reduce the pollution in stormwater runoff finding its way to the James. Another great way is to support partnerships like this one, and we deeply appreciate being a beneficiary of Starr Hill’s admirable commitment to Loving our River,” he added.

The James River Association is a member-supported nonprofit organization founded in 1976 to serve as a guardian and voice for the James River. Throughout the James River’s 10,000-square mile watershed, the James River Association works toward its vision of restoring a fully healthy James River supporting thriving communities. They believe that when you restore the James, the James restores you.

See James River Association website.

See Starr Hill Brewery website.

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