Brewdog has launched a new alcohol-free beer which has been specially created to raise money for mental health charities.

Its SAD AF beer is part of a campaign which has been devised to spark conversations around mental health in January following research that 82% of people with mental health challenges are more likely to open up to friends and family over a relaxed drink.

Celebrities such as Sir Mo Farah, Danny Dyer as well as Youth Mental Health Ambassador and Love Island star Dr Alex George all appeared in a video as part of this to remind men to take care of their mental wellbeing.

Rizzle Kick’s Jordan Stephens led this video, reciting a poem calling on men to talk to friends and family about depression this January to raise awareness of Seasonal Affective Disorder (SAD).

Bournemouth Echo: Jordan Stephens in the campaign video (#IAMWHOLE)Jordan Stephens in the campaign video (#IAMWHOLE)

A new study of 1000 people experiencing mental health challenges released today reveals that 85% believe January is the worst month for their mental health with 41% the second week of the month as the lowest point of the year. 

With COVID-19, and social isolation still at large 64% of sufferers say that January 2022 will hit harder on their mental health than in any previous years.  

The #IAMWHOLE campaign seeks to help people ‘unbottle’ their feelings, and Brewdog is supporting this with the SAD AF beer.

It will donate 100% of the profits to #IAMWHOLE’s vital mental health research fund which will also support other good causes and charities.

You can buy the SAD AF beer from Brewdog at their website here.

What are the symptoms of Seasonal Affective Disorder?

According to the NHS website SAD is "a type of depression that comes and goes in a seasonal pattern."

Symptoms of it are listed on the website as:

  • a persistent low mood
  • a loss of pleasure or interest in normal everyday activities
  • irritability
  • feelings of despair, guilt and worthlessness
  • feeling lethargic (lacking in energy) and sleepy during the day
  • sleeping for longer than normal and finding it hard to get up in the morning
  • craving carbohydrates and gaining weight