{"id":287132,"date":"2017-05-02T09:15:56","date_gmt":"2017-05-02T08:15:56","guid":{"rendered":"http:\/\/funzine.hu\/?p=287132\/"},"modified":"2017-05-02T09:15:56","modified_gmt":"2017-05-02T08:15:56","slug":"a-beneficial-buzz","status":"publish","type":"post","link":"https:\/\/funzine.hu\/en\/2017\/05\/02\/goodapest-en-2\/a-beneficial-buzz\/","title":{"rendered":"A Beneficial Buzz"},"content":{"rendered":"<p class=\"dropcap\"><strong>Drinking beer can hardly be called a noble pursuit. If it were, many of us would be saints. Yet, three young men decided to make it just that. &#8211; Article by FUNZINE&#8217;s beer expert, Aaron Troye-White.<\/strong><\/p>\n<p>Their brand can be found around Budapest in popular craft pubs such as Szimpla K\u00e1v\u00e9z\u00f3, \u00c9leszt\u0151, or L\u00e9h\u0171t\u0151. It\u2019s called SHARE \u2013 A J\u00f3t\u00e9kony Ser, and the company donates all of its profits to a growing list of Hungarian charities. The founders, L\u00f3ci Alv\u00e9gi, M\u00e1rton K\u00e1ldi, and Isu \u00c1d\u00e1m, had little experience in the beverage world, but now find themselves in charge of a growing craft brand. They\u2019ve already donated 200,000HUF and hope to raise much more by their one-year anniversary. So how did an architect, tour guide, and t-shirt merchandiser get into the barely-existent benevolent beer business? It all started a bit over two years ago with the ordering of a simple pint.<\/p>\n<p style=\"text-align: center;\"><\/p>\n<p>L\u00f3ci Alv\u00e9gi was in Berlin for a business trip and stopped at a local bar for a beer. Unable to choose from a staggering list of unknown brands, the bartender offered him a bottle of Quartiermeister, explaining that all proceeds from the beer go to charity. Having worked with charity foundations in the past, L\u00f3ci was no stranger to altruistic pursuits. As he sipped on his pint, he felt great. \u201cDrinking and saving the world at the same time, this is perfect for me.\u201d Afterwards, L\u00f3ci told the bartender, \u201cgive me that beer from now on, every time I enter this place.\u201d<\/p>\n<p>L\u00f3ci realized that such a model would do great in Hungary, one of the world\u2019s largest consumers of alcohol per capita. \u201cConsumption of beer is really high, but the civil sector is small.\u201d So he enlisted two of his friends and got started. It took them a little over six months to get the brand off the ground, eventually launching in September 2016. Much of this time was figuring out logistics and navigating through piles of regulation. It took months alone to find the best brewery to produce their product. They needed a place that not only had the spare capacity to brew for their brand, but could also produce a consistently high quality product. They eventually settled for Ikkona brewery in Slovakia. SHARE must still buy the beer\u2014unfortunately, making a beer for free is an unreasonable financial burden on most small companies\u2014albeit at a reduced price.<\/p>\n<p>SHARE has two products, a pilsner and a non-alcoholic citrus-flavored dark beer. However, they hope to add an IPA and other more craft-focused styles to their portfolio soon. Their lofty goals don\u2019t stop at beer. Someday they\u2019d love to expand their brand to coffee, wine, soft drinks, and other products. At the moment, their two beers have been enough to keep their growing team of over twenty workers, all of whom work completely for free, extremely busy. The charities are spread within six target areas, each getting an equal part of the proceeds. Because Hungary has among the top rates of alcoholism in the world, alcoholism and addictions programs will get twice as much as the other areas. And yes, the founders are well aware of the irony of selling beer to fight alcoholism.<\/p>\n<p style=\"text-align: center;\"><\/p>\n<p>So far they\u2019ve made two 100,000 forint donations. The first was to K\u00e1va Kultur\u00e1lis Nevel\u00e9si M\u0171hely, a theater education group which provides a type of therapy through art. Last week, they sent their second gift to Utca Jog\u00e1sz, who give free legal support to the homeless. Recipients are chosen by six ambassadors, one for each of SHARE\u2019s target sectors. At the moment, they have only found the first three, but they will hopefully be able to fill the final seats soon. Their ideal ambassadors would have both the expertise and public recognition to not only administer the funds, but also bring attention to the group\u2019s work.<\/p>\n<p>The ambassador program was started to remove the founders from any involvement with the handling of donations. Due to tax limits and laws prohibiting charitable foundations from selling beer, SHARE is \u201cofficially\u201d a for-profit business. Therefore, transparency is of the utmost importance, especially for the corruption-weary citizens of Hungary. A financial summary of each quarter is posted on their website, and their books will be made public when the fiscal year is complete. Executing the project has not been easy. Even though their noble goals give them strong negotiating leverage, they still have to deal with the same struggles as any small beer company. Many bars and restaurants are locked into contracts with large breweries, preventing the sale of non-affiliated brands. Retailers are still allowed to make a profit from selling SHARE, but the margins will be significantly lower than those for products made by Dreher or Heineken. Large breweries control nearly all of the Hungarian beer market, but SHARE is not deterred. \u201cEven if we only got just fractions of percents, that would mean billions of forints we can give to the civil sector,\u201dL\u00f3ci says. \u201cThis project can grow quite big if we do it well.\u201d<\/p>\n<p>SHARE is doing all it can to reduce administrative, marketing, and production costs, which use about 50% of their income. Quartiermeister, their German inspiration, actually donates less per beer, which gives SHARE a bit of pride. \u201cIt\u2019s easier for us because they were doing it for five years so we can learn from their mistakes,\u201d L\u00f3ci says. There may be a bit of friendly competition involved. SHARE has recently started exploring a new, more funds-generating channel for their brand.\u00a0 They\u2019ve begun to secure contracts with tech companies such as Prezi, LogMeIn, and Coding Sense, to stock their fridges and provide SHARE at company outings, parties, and training events.\u00a0 With no retailer taking a cut, this means more money for charity.<\/p>\n<p>So if you see <a href=\"http:\/\/www.jotekonyser.hu\/\"><strong>SHARE<\/strong><\/a> at your local pub, buy a bottle. And if you find yourself being a little too charitable, take solace in that when you wake up the next morning with a splitting headache, feeling sorry for yourself, that you did it all for the greater good.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Drinking beer can hardly be called a noble pursuit. If it were, many of us would be saints. Yet,<\/p>\n","protected":false},"author":12,"featured_media":287146,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","ngg_post_thumbnail":0,"footnotes":""},"categories":[1388],"tags":[8974,9797,1283,8696],"post_places":[],"class_list":["post-287132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-goodapest-en-2","tag-beer","tag-charity","tag-pub-en","tag-share"],"acf":{"connected_places":null,"del_image":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A Beneficial Buzz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/funzine.hu\/en\/2017\/05\/02\/goodapest-en-2\/a-beneficial-buzz\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Beneficial Buzz\" \/>\n<meta property=\"og:description\" content=\"Drinking beer can hardly be called a noble pursuit. 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