Baxter Brewing to team up with cancer survivor on 'Passion Project'
COURTESY / MAN UP TO CANCER
From left, Trevor Maxwell, founder of Man Up to Cancer; Justin Blouin, head brewer at Baxter Brewing Co.; and Jenn Lever, president of Baxter Brewing.
Baxter Brewing Co. is rallying around a Maine cancer survivor and his mission to help other men affected by cancer.
Trevor Maxwell of Cape Elizabeth recently launched Man Up to Cancer, a digital content company and online community “built to inspire men to avoid isolation throughout their cancer journeys,” he said in a news release.
Jenn Lever, president at Baxter, heard about Maxwell’s mission. She offered to collaborate on one of the company’s “Passion Project” beers, to be launched this fall. Through the beer, events, and social media, Baxter will encourage men to access the support offered by Man Up to Cancer, and will help spread the word about the importance of cancer screenings.
“We introduced the ‘Passion Project’ series to highlight organizations we cherish through the best way we know how: great beer. We have used the series to support women, the LGBT+ community, and our great outdoors. The reach of cancer into our personal lives is undeniable. It felt like a natural fit to help Trevor augment his message and serve a support group that is made up by many of our most loyal fans,” Lever said.
Lewiston-based Baxter Brewing is Maine’s fourth-largest brewer.
A Sept. 16 event planned
The collaboration will kick off with an in-person event at Baxter Brewing in Lewiston on Sept. 16. Attendees will meet head brewer Justin Blouin for a behind-the-scenes look at the brewing operations and the Passion Project pilsner, which is expected to be released in late fall. They will also discuss potential names for the beer. A portion of the proceeds for the yet-to-be-named collaboration brew will go toward funding for Man Up to Cancer.
Maxwell, 43, undergoes monthly treatment for stage IV colon cancer, which was originally diagnosed in March 2018. He has built the Man Up to Cancer content platform to include a website, social media channels and a podcast that launched in July.
“I’m thrilled and grateful to collaborate with [Lever] and the team at Baxter,” Maxwell said. “When men are faced with cancer, they’re more likely to isolate. They’re more likely to experience depression, anxiety and other mental health challenges. My message is simple. We’re better off sharing our stories and going through this experience together, rather than in isolation. To me, ‘manning up’ isn’t just about being tough. It’s about being strong enough to reach out and accept help along the way.”
Along with its digital content, Man Up to Cancer oversees a private Facebook group, the Howling Place, for men affected by cancer. The group has 700 members from around the U.S. and more than 10 countries.
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