I AM AMAZING
The situation in 2020 for the craft beer bars and shops was not amazing – lockdown and beer fans shopped mainly online. All Channels, Cohones Brewery and the Association of Independent Brewers launched a campaign to make competitors stand hand in hand to solve a common problem – support the temples of the craft beer culture – the bars and small shops, to survive COVID-19 lockdown. Thus, for the first time in our beer history, 10 breweries (out of 14) came together to create 10 different beers with one common name – I Am Amazing. To support the beer facilities, they were sold only there. For the first time in the BG craft industry, competing brands collaborate, even shared their posts on social media in the name of a cause.
The beers were sold out. The bars shared a turnover of over EUR 25K and survived until the summer, when COVID “vanishes” in Bulgaria. The cause was supported by beer influencers, traditional media and 5 of the coolest celebrities with big hearts. Why I Am Amazing? Because life smashes us with an uppercut, just when we shout the loudest “I AM AMAZING!”. We heard this phrase from the Bulgarian boxer Kubrat Pulev before Joshua knocked him down.