988 is the new National Suicide Prevention Lifeline number. Help us get the message out by naming a beer 988 during National Suicide Prevention Week in September. We want to make this easy for everyone to participate. Rename or relabel your bestseller, a flagship beer, or something you already have in your tank. If you want to brew a special batch, that’s great too! Can it or put it on tap. This collaboration is open to your creativity. We just ask that you sign-up up so we can collectively raise awareness with a common message.


Five years ago, we brewed our first batch of “1-800-273-TALK” in the hopes to spread awareness and start conversations. Last year, over 75 other local & national partners featured a beer named with the Hotline number: 1-800-273-TALK. Portions of beer sales were donated to suicide prevention organizations, but the primary goal was to spread awareness and start conversations. One conversation can save a life. Research shows that acknowledging and talking about suicide may reduce rather than increase suicidal ideation. Understanding the issues concerning suicide and mental health is an important way to take part in suicide prevention, help others in crisis, and change the conversation around suicide.



Breweries who sign-up will have access to download the label art and be able to replace their info, logo, and style of beer.  The label design was created by Justin Ketchum. Please contact Justin at for any questions about the design or in regards to the use of the label. 

Please contact Printing Solutions at for your printing needs. They have agreed to offer a discount to everyone who uses their services to print the label for this campaign.


We encourage you to use your own recipe but have provided samples if needed.


Breweries simply renaming a beer helps the cause, but we have optional promotional content for your use. We also have included the 988 logos.


Donating is not required. We want you to do what works best for your brewery. If you chose to donate a portion of beer proceeds, we recommend contacting your local and state suicide prevention organizations or one of the national organizations listed HERE. 



New 988 Number

On July 16, 2022, the U.S. will transition to using the 988-dialing code, and it is a once-in-a-lifetime opportunity to strengthen and expand the existing Lifeline. 988 is more than just an easy-to-remember number—it’s a direct connection to compassionate, accessible care and support for anyone experiencing mental health-related distress – whether that is thoughts of suicide, mental health or substance use crisis, or any other kind of emotional distress. People can also dial 988 if they are worried about a loved one who may need crisis support

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