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'Go Pink' for Breast Cancer Awareness Month gets a boost from local brewery

Behold the power of pink beer.

PORTLAND, Conn. — By mug or by can, the latest beer at the Concentric Brewing Company in Portland has a bit more pop.

Recognizing Breast Cancer Awareness Month, Concentric came up with a new Blackberry Ripple variety – a pink beer to help raise money for the Middlesex Health Cancer Center.

“What we’re doing is donating $1 for each pour for the entire month of October and we really have gone pink at the brewery -- all of our lighting, our LEDs, are all pink and people are having a good time with it,” David Piechert, one of the owners at Concentric said.

RELATED: Rockville HS athletic director dyes hair pink for Breast Cancer Awareness Month

Beyond the pink beer - and, truthfully, the beer color borders on maroon - there are a lot of other area businesses taking part in the “Go Pink” initiative in Middlesex County.

“Together about 40 businesses and schools and teams participate every year,” Sarah Moore, the director of development for Middlesex Health said. “So since 2010, our Go Pink partners have raised $286,000 to benefit cancer patients.”

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Piechert noted that the sales of their Blackberry Ripple beer have been strong.

Concentric has also partnered with “Hot Dogs in the Hallway” – they provide the high-end bar food in the taproom at the brewery and are giving proceeds from chili sales this month to Middlesex Health’s Cancer causes.

“The fact that we’re putting our own twist on it, to do whatever we want to support – I think it’s great and we’re doing everything we can to help,” Tiffany France, an owner of Hot Dogs in the Hallway, said.

RELATED: Getting lost in Lyman Orchards corn maze has found plenty of dollars for charity

To learn more about Concentric Brewing Company, click here.

Jimmy Altman is a reporter at FOX61 News. He can be reached at jaltman@fox61.com. Follow him on Facebook, Twitter and Instagram.

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