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Backstage IPA for UK Artist Touring Fund

PR Campaign

Wednesday 6th May, 2026

Signature Brew and Orange Amps created a special edition Backstage IPA, selling draught pints and redesigned cans in independent venues and online with all profits donated to the Featured Artists Coalition’s UK Artist Touring (UKAT) fund; the activity is supported by venue rollouts, festival activations, artist ambassadors and an autumn celebration show.

Why it worked: It tied a limited, venue-only product to the live touring crisis with 100% profit donation—clear mechanism, scarcity, and sector-wide urgency.

The lesson: Consider a limited-run, channel-exclusive product where every sale funds a pressing industry pain point, reported with transparent, per-unit impact.

Signature Brew Orange Amps

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