ZGM Modern Marketing Partners recently unveiled NAB, a non-alcoholic beer that will support the work of the National Advertising Benevolent Society (NABS).

Created in collaboration with Calgary’s Tuesday Brewing Co., each case of the pale ale sold will go toward NABS, which supports the health and well-being of Canadians who work in advertising and marketing.

“This is more than a beer – it’s a statement of solidarity and a reflection of our shared responsibility in having our industry colleagues’ backs,” says Rob Fairhead, partner at ZGM Modern Marketing Partners and NABS board member. “By cracking open a NAB, we can help NABS provide real, impactful support to our peers. And hey, it’s a tasty way to do some good.”

NABS helps industry professionals tackle challenges head-on and offers resources like mental health support, career guidance and financial assistance.

Once ZGM reaches its goal of 264 cases, production kicks off – and every sip will support NABS’ essential services.

Each case costs $100 (shipping included) and comes with 24 tallboy cans of NAB; the minimum order is two cases, and every case sold will raise $20.50 for NABS; and Tuesday Brewing Co. is chipping in an additional 25 cents per can.

“What this means is, if we hit our goal, that’s $6,996 directly supporting the people who make this industry tick,” Fairhead says. “Stocking NAB sends a clear message: everyone’s included, and nobody’s left out of the celebration.”