Serena Ryder enjoys a Libra with Mike Hogan (left) and Mitch Cobb, co-founders of Upstreet

Normalizing alternatives

Serena Ryder partners with Upstreet Craft Brewing

Save Article Share Tweet

Upstreet Craft Brewing, a B-Corp certified beverage company on a mission to refresh the community with its non-alcoholic craft beer brand Libra, is partnering with six-time JUNO-Award-winning Canadian folk-rocker Serena Ryder to normalize socializing without alcohol. The duo will collaborate to educate and support Canadians taking a more mindful approach to being social.

As Libra’s Chief Balance Ambassador, Ryder will co-create wellness-inspired content and experiences that encourage Canadians to re-imagine what being social means to them and help find a balance that works with their health and lifestyle goals.

“Changing the conversation about being social and having fun without alcohol is so important. I love to party and be out with my friends. Drinking Libra allows me to be social and not feel like I am missing out,” says Ryder.

As part of this partnership and Upstreet Craft Brewing’s Do Good Fund, one percent of Libra sales will support ArtHaus, Ryder’s music incubator, mentorship and experiential wellness community. Its mission is to create a landscape where artists, musicians, creators, music industry leaders and wellness experts can come together and support one another. Its mentorship programs help artists hone their craft and collaborate with others in the industry while also providing mental wellness tools to support their overall wellness.

“Music is a big part of the culture at Upstreet, and from day one, we have supported local artists and the arts community in Atlantic Canada,” says Upstreet co-owner and CEO Mitch Cobb. “When we started talking with Serena and her team, it became clear that our values are in sync. We are excited to join forces and change the conversation on what being social can look like and help more artists across Canada access the mentorship and wellness services they need to grow.”

Libra was created by Upstreet owners Mitch Cobb and Mike Hogan’s need to socialize without sacrificing their health. They wanted to make a non-alcoholic beer that worked with their lifestyle, not against it. After two and a half years of research and development, Upstreet launched its first Libra Pale Ale in October 2020. Libra Hazy IPA was launched this past summer and sold out in a matter of days. Now, there are two new brews—a Libra Pilsner and a limited batch of Libra Pumpkin Spice Ale.

Libra Pale Ale was recently awarded two 2021 World Beer Award bronze medals in the non-alcoholic beer and can design categories.