Wheelhouse Brewing Co. is giving a reason for beer drinkers in Prince Rupert, B.C. to look forward to the rainy season.

Every Friday, the company is measuring the amount of rainfall in a 16 oz. pint glass placed outside. The price of its Flagship Pale Ale will drop depending on the amount collected by Thursday closing time. If the rain exceeds 60 millimeters, the price is reduced by 50 cents; at 100 millimeters, $1 is taken off; if the rain reaches the third marker, the price will drop by $2.

“Everyone knows we get our fair share of rain through the winter months, so it helps to have a glass-half-full attitude toward the rain,” says Kent Orton, one of three Wheelhouse partners. “As our brewery is a real community gathering place, we wanted to create a little bright spot for Prince Rupert – and make sure there was an upside to every downpour.”

The campaign, by B.C. branding and advertising firm Saint Bernadine Mission Communications, includes a rain gauge that people can follow on the brand’s website.

“We’ve worked with a lot of restaurants and bars over the years – most suffer a drop in the shoulder months, especially early in the week nights, moreso when there’s inclement weather,” says David Walker, partner at Saint Bernadine Mission Communications. “We also knew Prince Rupert gets more than their fair share of rain. So we thought of ways to get locals to embrace that fact and potentially cheer for more rain.”

Walker says a handcrafted rain gauge, which also showcases the harbour view from the brewery, allows for the three levels of savings.

“If our math works out, and we have a week of average rainfall, the savings should kick in on Monday or Tuesday and increase further on Wednesday and Thursday,” he says.

The campaign will run until Feb. 29. The effort comes after the brewery’s summer move into a historic train station building and the introduction of a pizza oven that allowed it to expand its menu to offer pizzas and appetizers.

“This community has given us so much and we’re always looking for ways to return the favour,” says Orton, who, like his partners, are from other parts of Canada or B.C.

The campaign is rolling out across social media, digital, OOH and partnerships.

Saint Bernadine Mission Communications is also handling media and social media.