Beer, the Great Barrier Reef, and toilet paper - you'd be forgiven for thinking the three things have absolutely nothing in common.

But for a Brisbane-based social enterprise, they make perfect sense - and are the means, purpose and idea behind an initiative to help save the reef by selling beer, inspired by a charity group selling toilet paper.

James Grugeon, founder of The Good Beer Co, is hoping people will get behind his crowdfunded beer company, which will give at least 50 percent of its profits to the Australian Marine Conservation Society, who help protect the reef, the ABC reported.

The Good Beer Co is hoping to use the majority of its profits to help charity groups with work such as saving the Great Barrier Reef

James Grugeon, the founder of The Good Beer Co, says the campaign combines two essentially Australian icons - beer and the Great Barrier Reef

The Good Beer Co plans to help 10 different charities over 10 years, starting with the Australian Marine Conservation Society, which is working to protect the Great Barrier Reef

The website for the company says the project brings together 'two of Australia's biggest icons' - beer and the reef.

Mr Grugeon, who has a background in corporate social responsibility and environmental charities, said the idea came from the 'Who gives a crap' project, which uses profits from selling toilet paper to provide toilets and improve sanitation in the developing world.

'The reef is so important for Australia and Queensland in terms of not just it being this iconic, beautiful natural resource, but also from a tourism point of view and for the economy,' he told the ABC.

So far, a crowdfunding campaign on Indiegogo with a target of $100,000 has raised just less than $12,000.

There are 18 days left to run on The Good Beer Co's crowdfunding project, which has raised just over 10 percent of its goal so far

Mr Grugeon said the company was a social enterprise as it would donate more than 50 percent of its profit to charity

Anyone who donated would be able to taste the first production of beer, brewed by Bargara Brewing Company, and participate in the future of the project - recipes, labels and so on.

Recently, at a launch party for the company, it was decided the first beer would be a mid-strength, easy drinking India Pale Ale.

Australian Marine Conservation Society chief executive Darren Kindleysides told the ABC the concept was a 'refreshingly innovative way to raise much-needed awareness and funds for the protection of our reef'.

The AMCS website says the 2,300 kilometre-long reef contains 3,000 coral reef systems with 'huge' biodiversity and supports a $6 billion tourism industry and 69,000 jobs.

However, it also says it is under threat from 'widespread, rapid and damaging industrial developments'.

Australian Marine Conservation Society chief executive said by supporting the project, Australians would be helping to reverse damage to the Great Barrier Reef (pictured, stock image)

According to the group, the Australian government is 'allowing tens of millions of tonnes of seabed to be dredged in World Heritage waters, to make way for 4 mega ports, serviced by up to 7,000 industrial ships crossing the Reef every year'.

Mr Kindleysides told the ABC 'by helping to crowd-fund Great Barrier Beer, Australians will be helping to reverse damage to the Reef and protect it for future generations'.

'Our iconic Great Barrier Reef is at a tipping point, having lost about half of its coral cover in the past 30 years. Unless we take action now to protect it, the outlook for this natural wonder of the world looks bleak.'

But The Good Beer Co is not planning to stop at the reef.

It intends to brew a different type of beer each year for the next 10 years, with the profits going to 10 Australian charities.

The Great Barrier Beer is expected to be available from the end of February.

Mr Kindleysides told the ABC the Great Barrier Reef (pictured) had lost about 50 percent of its coral cover in the past 30 years (stock image)