Quebec microbreweries' social activism is good for business

Whether it's saving the belugasor supporting a humanitarian group,more and more Quebec microbreweries are chipping in to supportsocial causes.

At the DpanneurPeluso on Rachel Street in Montreal, as many as 400 different types of beer from microbreweries fill the shelves at the back of the store.

The specialized staff who roam the aisles say they've noticed a trend. More and more breweries are investing in social causes.

"It's always been there a little bit, but we're noticing it more and more," says Stphanie Therrien, who works at the dpanneur and who's been following the brewing sector for almost three years.

Therrien points to Les Bires Bluga 11 cents for each bottle sold goes to support belugas in the Saint-Lawrence River.

Another brewer,LaNord-Sud, donates 10 per cent of its profits to an international organization called Solidarit Nord-Sud, which helps peopleacross borders advance common goals.

Also in Peluso's refrigerators,a beer called Sein d'espritsends $1 perbottle to the Pink Ribbon campaign, whichsupports breast cancer research.

It's in their DNA

The head of the Association of Quebec Microbreweries saysworking with social causes "is in the DNA" of microbreweries.

"Microbreweries take part in so many causes, they're very involved in their communities and they want to help," Frdrick Tremblay says.

And while some businesses might be doing it to make their companies look good, Tremblay thinks most do it out of the good of their hearts.

Whether the intentions are based on marketability or morals, HEC Montral marketing professor Jacques Nantel says supportingcommunity organizations is simply good business.

"It's a very effective way to increase visibility and brand awareness, particularly among a target audience," he says.

"You'll get more brand visibility out of an action like that than you would by investing the equivalent in advertising."