Tap Into Hope

Join breweries across the country during National Suicide Prevention Week to help raise awareness and start conversations by naming any beer ‘988’ – the Suicide & Crisis Lifeline number.

Join Us

How to Participate

Rename ANY Beer 988

Name any beer in your lineup “988” to highlight the Suicide & Crisis Lifeline number during Suicide Prevention Awareness Month this September by putting it on a tap handle, a beer can, or simply renaming it on your menu—it’s all about visibility.
Sign Up

Sign up as a listed partner and receive email updates and media inquiries. This helps us keep you informed and support your participation.
Download Assets

Feel free to use our pre-made labels and promo materials that are easy to edit to fit your brand.
*No donation is required; this is about awareness

Rename, Relabel, or Recreate

FAQ & Resources

What is 988?

The 988 Suicide & Crisis Lifeline, previously known as the National Suicide Prevention Lifeline, offers 24/7 call, text, and chat access to trained crisis counselors who can help people experiencing suicidal, substance use, and/or mental health crisis, or any other kind of emotional distress. People can also call, text or chat 988 if they are worried about a loved one who may need crisis support.

Why Participate?

O.H.S.O. Brewery brewed the first batch in honor of the Lifeline number in 2017 to raise awareness and start conversations. The initiative not only spreads the message about the suicide crisis and Lifeline number but also emphasizes our shared responsibility to prevent suicide. It affects all of us. This project fosters conversations and learning. Since then, the project has grown significantly. Last year, over 90 breweries from 30 states participated. Each year, we hear more stories, reminding us that “Reach Out” means contacting 988 for help and checking in on each other. Sometimes, knowing someone cares can help someone get through another day. One conversation can save a life.

Who can I contact?

Email 988@ohsobrewery.com for any questions or concerns. We are happy to help!

When do I tap?

Most participants choose to tap during National Suicide Prevention Awareness Week, but anytime in September is great. Do what is best for your brewery schedule.

September 2024

September 8-14: National Suicide Prevention Week
September 10: World Suicide Prevention Day
September 16: National Family Day

Download Promo & Label Files

988 2024 Folder for all editable labels, promotional materials, and media kits.

Download the 988 Label Guide to view all of our label options.

Download the Messaging Kit to view all of our label options.

Is donating required?

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

Find Organizations in Your Area

Behind the 2024 Label

We initially considered using a phone handset symbol but opted to remind people that texting is an option. It’s also an easy way to check in on someone you care about, let them know you’re thinking of them, and see if they are open to talking. Often, just knowing that someone is thinking of you can be enough to get through to tomorrow. The clouds, with their varied shapes and moods, symbolize transformation, showing that dark moments can pass as quickly as they come. Even in darkness, there are glimmers of light, represented by the yellow and gold in the clouds. Inspired by the 988 lifeline, the blues and purples contrast with the golds and yellows, highlighting the hope that exists with support.

Label Options

If you decided to feature 988 on a can, we have several editable label files, or you can create your own!

View Label Guide

Why We Do It

For me, the number 988 is more than just a phone number. It represents life, something that can’t be summed up in a paragraph. I’ve lost too many close friends to suicide, and at one point, I even considered taking my own life. My difficulties stemmed from a range of issues. Mainly, I was dissatisfied with the direction my life had taken. As a child, I experienced a significant loss and was forced to move unexpectedly. I struggled to find a sense of belonging after that. Instead of confronting my problems, I kept moving from one place to another, hoping to escape them. I sought fulfillment through excessive partying, and when I lost hope of ever being able to attain the life I wanted, I tried taking it too far. I never told anyone. This is the first time I’m opening up about it.

Now, as a 50-year-old who loves my wife and kids, I want to live forever. I consider myself lucky to have found my way back to the light. I would do anything in my power to prevent the list of people I’ve lost to suicide from growing any longer. I’ve lost too many friends, coworkers, neighbors, and amazing fucking people to suicide.

We do this beer because of Chad, Eddie, Mark, Jeff, Stevie, Dylan, Lucky, Worm, Jenny, Kristen, Michael, Tim, Chris…. We do this because we wish we would have been the ear, the push, the hug, the call. These were great friends and better people that I consider family, and there are many more, way to many more. If you’ve lost someone, fill in their name and remember what made them so special. The name itself isn’t as important as the person we’ve lost, the friend we miss, and the memories we’ll never get to create again. Sometimes I catch myself wondering how Chad would rate this movie, or how Eddie would react to that call, or what Lucky would think about this show. It’s heartbreaking to know that I’ll never get to find out. I wish I could have seen the signs and provided them with resources or had the resources myself to understand what I could do to help. They deserved a chance, a lifeline. 988 is that.

I miss my friends, my coworkers, my people and often, the mere thought of them is enough to bring me to tears. Life is short, but it’s precious. Let’s do what we can to help each other and make it longer. That’s why I urge you to support suicide prevention by spreading the word about 988. It’s important to talk about it, to ask for help, and to be there for others who might be struggling.

Please HELP US SPREAD THE WORD…. CALL 988, and let everyone you know about 988. The person who helped me out was a stranger, someone with positive words, and an open ear that really listened even though we had never met before. 988 can provide that person for someone and if this number saves 1 person it is a success.

Jon Lane
Owner, O.H.S.O. Brewery + Distillery

Share Your Story