Every year, the Donnelly Group oversees one of B.C.’s largest privately run toy drives.

During the past 18 years, the Vancouver-based hospitality company has ensured that almost $1 million worth of playthings reached local families.

This year, the Donnelly Group has added some fizz to the festive season by teaming up with the Truck Stop Diner at Red Truck Beer on a new brew, the Goodwill Lager. Each sale of one of these cans will generate even more funds for this worthy charitable endeavour.

“We love the holiday season, but the reality is that every year there are kids who might not get toys under their tree,” Donnelly Group’s Damon Holowchak said in a news release.

This variation on a Vienna-lager style beer will be available starting Thursday (November 1) at all Donnelly Group locations. It’s 5.1 percent alcohol by volume and it clocks in at 20 IBU (International Bitterness Units), which is relatively low on the scale.

There’s a mix of grains—30 percent Vienna, 30 percent Dark Munich, 30 percent Superior Pilsen, and 10 percent Caramunich.

The can is adorned with a message never before seen on a beer: “Some kids don’t get gifts over the holidays. Drink this beer to change that.”

This less than subtle branding will enable beer drinkers across Metro Vancouver to make a public statement of their goodhearted intentions every time they go out for a cool one with their friends or their work colleagues.

“Matching our love of local craft beer with our toy drive seemed like the most natural way to raise more money for toys and brighten up the holidays for a bunch of local families,” Holowchak said.