Shock Top Takes Aim at California Drought

Shock Top today announced that it will respond to the drought situation in California by teaming up with Indiegogo and state water organizations for Shock the Drought, a program to identify, fund and distribute water-saving innovations.

Shock Top’s anti-drought initiatives include funding Drop-A-Brick 2.0.

Every month this year, Shock Top will fund an impactful water-saving invention on Indiegogo, spurring water conservation projects past their fundraising goals and releasing thousands of products to a state thirsty for solutions, the company says.

Consumers are encouraged to discover, pledge and adopt water-saving tips

“We love the State of California. In fact, one out of every four Shock Tops are enjoyed in the state,” said Jake Kirsch, vice president, Shock Top. “Working together, we can Shock the Drought by sharing great ideas, pledging support and funding new inventions, and we’re excited to lead this charge.”

To kick things off, Shock Top will deliver $100,000 in funding for Drop-A-Brick 2.0, a modern, eco-friendly innovation that sprang from the classic drought tactic of placing a real brick in a toilet’s tank to save water. Today’s Drop-A-Brick is made from rubber to prevent damage to the tank and improves flushing performance, all while saving about 50 gallons per week, the company says.

By funding a 2.0 version, Shock Top will help save millions of gallons of water across the state of California each year, the company hopes, adding that just 30,000 Drop-A-Bricks in toilets will save enough water for nearly half a million people to drink water for an entire year.

Tens of thousands of bricks — and future products — funded by Shock Top will be donated for free to partner organizations to be distributed throughout California areas hardest hit by the drought. California residents can visit to pledge support, participate in the Indiegogo crowd funding challenge and discover new water-saving tips to join the movement.


Nearly all (96%) Californians have done at least something to reduce their water usage, including taking shorter showers (74%), rewearing clothes before washing (48%) or even flushing the toilet less often (48%). Even so, one in two Californians (49%) report that they’d like to find even more ways to conserve water.

To broaden awareness, Shock Top has partnered with news platform Water Deeply, California’s statewide conservation education program Save Our Water, Los Angeles water conservation program Save the Drop, and the Solano County Water Agency to provide tips, information and educational materials for the Shock the Drought campaign.


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