New beer at Lakefront Brewery benefits local suicide prevention organization

NOW: New beer at Lakefront Brewery benefits local suicide prevention organization

MILWAUKEE (CBS 58) -- A Milwaukee brewery is participating in National Suicide Prevention Week and benefitting a crucial organization.

Lakefront Brewery released a new beer Sunday, called "Save a Weiss."

The German-style ale's logo shows the suicide lifeline number: 988.

"We are joining a nationwide coalition of brewers and breweries that are trying to raise awareness for suicide prevention initiatives," said Dylan Mazurkiewicz, business development manager for Lakefront Brewery. "Suicide's something that hits home for a lot of people."

Through Sept. 17, $1 from each pint sold will go to the American Foundation for Suicide Prevention (AFSP) Wisconsin chapter.

"I think it was important for us to bring the initiative home a little bit and have it directly impact our community," Mazurkiewicz said.

AFSP Wisconsin is preparing for next month's Out of the Darkness Milwaukee Walk for Suicide Prevention.

Several local businesses are sponsoring this year's walk, including Sprecher, Torzala Brewing Company, and Lakefront Brewery.

"It's really exciting to have this opportunity to work with local partners and get this word out into communities we might not get to reach otherwise," said AFSP's Wisconsin director, Gena Orlando.

This year's awareness campaign by the AFSP is called "Talk Away the Dark."

"Each of us can make a difference. You don't have to be a mental health provider; you don't have to be a doctor to be able to reach out to somebody to let them know you care about them," Orlando said. "Talking is the first step in preventing suicide."

The Out of the Darkness Walk is on Oct. 15 at Veterans Park. It's the largest gathering for suicide prevention in the state.

"It's a day of connection and hope and community," Orlando said. "You don't just hear, 'you are not alone.' You feel it." 

Click here for more details on the Out of the Darkness Milwaukee Walk.

Information about the 988 hotline can be found by clicking here.

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