All front-line workers of the COVID-19 pandemic deserve a round of applause, and Magnify Brewing Co. is giving them just that.
Round of Applause, a 6.4 percent ABV IPA, has been brewed as a “thank you” to first responders, health care professionals, grocery store workers, police, and all other essential workers, each of whom can pick up a four-pack for just $1.
Breweries aren’t legally allowed to give their beer away, so Magnify founder Eric Ruta figured selling it for $1 was the next best thing—and for every dollar in revenue, Magnify will match it and donate to Human Needs Food Pantry in Montclair.
“Everybody knows people that are affected, and we were thinking ‘how can we make people feel a little better and help out?’ This is what we came up with. Anybody can donate, but I think a gesture does something,” Ruta said. “There’s a lot of things people can do and making people feel like they’re valued and know how much people are there for them is a big part of it. If we can give them 20 minutes at the end of the day where they can crack a beer and enjoy it on us, that’s a little bit of light at the end of their day.”
Magnify brewed enough beer for 600 four-packs, and each person is limited to one. In total, $1,200 will be donated, and since announcing Round of Applause, Ruta said people have rallied around the idea.
“We’ve actually had almost a dozen people reach out about paying for a certain amount. We’ve had people reach out paying $15 to $100 bucks, so those four-packs we’re giving away today are already bought for by someone else,” Ruta said.
Any front-line worker can show up to the brewery with employment proof, such as ID, to get in on the deal.
“We’re getting messages from a ton of nurses and doctors. One guy just messaged us who manages a ShopRite nearby, so that was cool. We’ve [heard from] a funeral director [and] a director of a PBA. I think it’s just important to take a minute and say thank you and be grateful for what people do,” Ruta said.
“People who are helping in hospitals, people who are stocking shelves, people who are delivering ShopRite at Home deliveries..those people are keeping us safe and healthy,” he said.
Front-line workers interested in snagging their own four-pack can head to Magnify at 1275 Bloomfield Ave, Building 7, Unit 40C in Fairfield between 2 p.m. and 6 p.m. this week.