While perhaps unlikely friends at first glance, the two brands have found themselves having much in common, both purpose-driven do-gooders determined to skip sanctimoniousness in favour of a more laid-back larrikin-like approach to helping others. “Did we have a little bit too much fun playing around with our mates at Who Gives A Crap, on coming up with toilet jokes? Well, yes,” says Heaps Normal Co-Founder, Andy Miller. “But this special beer release isn’t just some flush in the pan. Both Heaps Normal and Who Gives A Crap are taking on the big guys and showing that you can have a lot of fun, while delivering a seriously positive impact.”

Fifty percent of profits from Cheeky IPA sales will be donated to not-for-profits building hygienic dunnies around the globe as part of Who Gives a Crap’s continuing mission, plus Heaps Normal has pledged to send an additional $1.50 per can down the pipes to clean water and sanitation non-profit WaterAid. Alongside a warm and fuzzy feeling you can enjoy a tasty thirst-quenching treat – the brew itself is a refreshing West Coast style IPA, resinous and piney with a well-balanced finish and an ABV of less than 0.5 percent. “It’s my new favourite beer,” says Andy, “You’ll be bummed if you miss it.”

From late April the Cheeky IPA will be available in select bars and bottle shops. For now you can buy limited-edition four packs and bundles online here.