Born To Die: Cheat The Reaper



The Campaign


BrewDog beer “Born To Die” is a terminally hoppy IPA, deliberately brewed to be consumed within a blink-and-you’ll-miss-it timeframe. Because the beer is here for a good time, not a long time, what better way to launch it than by conspiring to cheat the Reaper?


Let us explain…


Every day, three people die while waiting for an organ transplant.


Knowing what a considerate and caring bunch the craft beer crowd are, we thought that perhaps we could lend a hand (or heart or lung) to the 6,000 people currently in need of one. So we created 6,000 Born To Die beer mats, each of which contained a donor card for drinkers to pop out and fill in. Buy a delicious beer, save a human’s life.


Not only did we reach over 10,000,000 people through lots of coverage (including The Times and Metro), the idea also captured the imagination of beer fans, who took to social media in droves to say how much they loved the idea. Check out some seriously warm and fuzzy heartfelt thanks here in the comments section on the BrewDog blog.