P&O Cruises Australia has “raised its glass” to a new social venture, becoming the first national partner for a new beer which supports the conservation of one of the natural wonders of the world, the Great Barrier Reef, according to a press release. 

P&O was the first company to back The Good Beer Co, which is dedicating at least half the profits from its Great Barrier Beer to the reef conservation work of the Australian Marine & Conservation Society.

A mid-strength pale ale, Great Barrier Beer is now on sale across P&O Cruises’ five ships, with the cruise line supporting the venture by inviting its guests to “have one for the Reef.”

As Australia’s only homegrown cruise line, P&O visits the reef more than any other line, carrying tens of thousands of its guests to the Queensland ports of Cairns, Port Douglas and Gladstone to experience the world heritage-listed destination.

P&O Cruises President Sture Myrmell said Great Barrier Beer married the great Aussie tradition of enjoying a cold beer on summer holidays along with the nation’s passion for the Reef.

“Relaxing with a cold beer while on holidays is such an Aussie thing to do,” Myrmell said. “Our guests can now sit on the ship’s open deck enjoying a craft Great Barrier Beer and, at the same time, taking their own small step to give back to the Reef. So they can ‘have one for the Reef’ responsibly, knowing they are helping contribute to a worthy cause.”

Good Beer Co founder James Grugeon said P&O Cruises’ support as its founding national partner was critical to giving the social venture its best chance of success.

“P&O Cruises hasn’t just ordered beer from us, they’ve got behind the concept of Great Barrier Beer and a good beer that gives back wholeheartedly,” Grugeon said. “That’s been transformative for us as a start-up and Australia’s first social enterprise beer company.”