09 October 2026
Four independent Victorian breweries are raising a glass for prostate cancer research and support this September as part of the Karma Keg Campaign.
The campaign invites breweries to dedicate one keg to the cause, with every dollar raised donated to Prostate Cancer Foundation of Australia.
Mountain Monk Brewers at Mount Beauty and Mitta Mitta Brewing in the Mitta Valley tapped their Karma Kegs on 1 September.
Banks Brewing at Seaford will follow with a keg of its PURE Crispy Pale Ale on 11 September, while Blackman’s Brewery will donate every sale of its Mervyn Pale Ale at its Grovedale venue on 19 September.
The campaign was founded by Myrtleford local Alan Blair, who was diagnosed with stage three prostate cancer in June 2024 and underwent eight weeks of radiation therapy in early 2025.
“Breweries are where blokes talk to each other. That is the entire reason this works,” Alan says.
“Nobody has to sit through a fundraising pitch. They order a beer, read the tap tag and find out something they did not know.”
Alan’s fundraising events have already raised more than $15,700 for PCFA over the past two years.
The Karma Keg Campaign carries no costs, with local businesses donating the campaign’s artwork, printing and promotional materials. This means every dollar raised by the participating breweries will reach PCFA.
The campaign is particularly significant in regional Victoria. Men living in regional and rural Australia face an approximately 24 per cent higher risk of dying from prostate cancer than men living in metropolitan areas.
“I received my diagnosis in a regional town, and the numbers say that made the disease more likely to kill me,” Alan says.
“That’s why the campaign started up here. But one in five is one in five. Every brewery in this campaign has blokes drinking in it who will receive the same news I did.”
The month of fundraising will culminate in the third annual Hops for Hope at Bright Brewery on Sunday, 27 September.
The free community event will feature live music, a major raffle, a 72-spot prize board where every number wins, a spinning wheel and a dedicated Karma Keg, with all beer sales supporting PCFA.
Every prize has been donated by a business from across north-east Victoria, while Bright Brewery is providing the venue at no cost.
“The prize table is the whole north-east in one room,” Alan said.
“Accommodation, wine, gin and produce, all donated by people who mostly did not need to be asked twice.”
Support Alan and the Karma Keg Campaign at fundraise.pcfa.org.au/fundraisers/alanblair/the-karma-keg-campaign.
