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An Edmonton brewery is crafting a new approach to charitable giving geared toward music and beer enthusiasts alike.

Ian McIntosh, director of operations at Yellowhead Brewery, said he was inspired by his own experiences as a musician for the folk-rock band Owls By Nature.

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“We did some international touring … and it was great,” he said, adding that bands struggle for funding. “I would have loved to have a beer sponsorship.”

The Yellowhead Certified Program will sponsor local bands in exchange for their performances at charity concerts. Sponsorship packages include merchandising, discounted beer at events and industry advice.

“I have always wanted to connect music to beer, it seems like a natural fit,” McIntosh said, adding that he wanted to give back to the community that supported him. “I wanted to work with bands I thought were doing great things … working hard, but getting little exposure.”

The 14 local bands signed up for the program, including Royal Tusk, Nuela Charles and Lucette, will play one show per year for charity. On Friday, the first performance will showcase metal band Striker, with proceeds going to the Zebra Child Protection Centre.

Striker guitarist Tim Brown said the brewery offers solid support that is not easily found.