ekeg, the sustainable keg and cask rental partner behind “Kegs made simple.”, has partnered with the Licensed Trade Charity (LTC) to launch the Karma Keg, a joint-branded keg and cask that turns an “everyday pour into an everyday good deed”.

When a unique ekeg x LTC branded keg or cask lands in a venue, it becomes more than a vessel for beer.

Staff who spot it and take part are rewarded directly, and every activation triggers a further donation from ekeg to LTC — the charity that has quietly supported people working in pubs, bars and breweries across the country through hardship, ill health and financial difficulty for generations.

Tom Meakin from ekeg, explained: “Every keg or cask, every customer beer, every day is a chance to do good for the people pouring it.

“The Karma Keg is built the ekeg way — simple and sociable, just a keg doing double duty. One pour for the pub, one for the people behind the bar.

“Partnering with LTC lets us put our own values, doing good, respecting and including the people we work alongside, into something staff can see and take part in on shift.”

Joby Mortimer, director of Charity Operations at LTC added: “People and kegs are the backbone of serving the great British pint. Bar staff are often the first to notice when a colleague is struggling.

“Through the work of LTC and our supporters, help is always at hand. The Karma Keg gives visibility, raises awareness and supports our work in the industry, one keg at a time, helping us to reach more people in the trade.”

Launched at the LTC Awards Dinner, the Karma Keg begins rolling out across ekeg’s +700 customer base this month and appearing in breweries, pubs, bars as soon their filled.

Staff taking part are recognised and rewarded on the spot, while ekeg’s contribution to LTC scales with every activation.

The partnership reflects a shared belief that the licensed trade looks after its own: ekeg makes keg and cask management simple, sustainable and supportive; LTC makes sure the people behind every pint are looked after too.