Devils Backbone Brewing Co. Launches Sun-Activated Beer to Raise Awareness and Funds for Sun Safety

Devils Backbone Brewing Co. in Lexington, Virginia has announced the release of Loved by the Sun, a peach mango beer whose proceeds will benefit a nonprofit devoted to sun awareness. Full details on this new release are below.

Americans, on average, spend approximately 90 percent of their time indoors, but studies show that lack of direct sunlight can cause health issues, contribute to feelings of tiredness, fatigue and low mood. That’s why Devils Backbone is launching its newest beer, a peach mango brew called Loved by the Sun, with sun-activated color-changing cans. Inspired by the brewery’s ‘Slow by Nature’ ethos, the new brew celebrates the importance of enjoying everything our beautiful earth has to offer – whether it’s opening a window, stepping out into your backyard or going for a bike ride. Each can of Loved by the Sun is activated by UV rays, changing different colors with each beam of sunshine. 

But Devils Backbone also knows that there are important safety considerations to being outside. Skin cancer is the most common cancer in the country (with 5 million cases reported each year), and research suggests that nearly 90% of melanoma cases can be linked to exposure to UV rays. Since the month of May is Melanoma Awareness Month, the brewery teamed up with the Melanoma Research Foundation (MRF) as its official Beverage Partner. With the Melanoma Research Foundation’s annual Miles for Melanoma 5K fundraiser going virtual this year, Devils Backbone is pledging to donate $1 for every mile walked, jogged or ran during the race throughout the month of May – up to the MRF’s goal of 3,000 miles. 

“The Melanoma Research Foundation (MRF) is thrilled to partner with Devil's Backbone during Melanoma Awareness Month and welcome them as our National Beverage Partner. It is critical to help our community understand that melanoma is preventable and is very treatable if caught early. Together we can change behavior and save lives!” said Kyleigh LiPira, Chief Executive Officer of the Melanoma Research Foundation.

“These days, it’s especially exciting to get outside and enjoy the sunshine while maintaining social distancing. We put Loved by the Sun in a can that changes color in sunlight to remind beer drinkers of the importance of nature and the power of the sun. The MRF is also all about reminding people of the power of those UV rays, so partnering with them made a ton of sense. They are doing great work to help ensure everyone can enjoy the sunshine year-round,” said Hayes Humphreys, Chief Operating Officer at Devils Backbone.

Loved by the Sun is a low-calorie beer, featuring a can that changes color with the sun and flavor bursting with juicy peach and mango. Clocking in at 4.5% and with a honey color, it’s the perfect beer to sip on while soaking in the sunset. It has Pilsner, Weyermann Pale Wheat and Weyermann Acidulated malts, as well as Bravo hops, in addition to peach and mango puree.

ABOUT DEVILS BACKBONE

Devils Backbone Brewing Company specializes in award-winning lagers, inspired by the great brewing traditions of Europe and the ingenuity of modern craft brewing. Devils Backbone operates two breweries in central Virginia. Basecamp Brewpub & Meadows located in scenic Nelson County, and the Outpost Brewery & Tap Room, in Lexington, VA.

ABOUT MELANOMA RESEARCH FOUNDATION

The Melanoma Research Foundation (MRF) is the largest independent organization devoted to melanoma. Committed to the support of medical research in finding effective treatments and eventually a cure for melanoma, the MRF also educates patients and physicians about prevention, diagnosis and the treatment of melanoma. The MRF is an active advocate for the melanoma community, helping to raise awareness of this disease and the need for a cure. The MRF’s website is the premier source for melanoma information seekers.