Indiana Beverage celebrates 30 years of fundraising with St. Jude

Indiana Beverage celebrates 30 years of fundraising with St. Jude

Every year since 1992, Indiana Beverage has partnered with its local distributors and Coors Light to raise money for St. Jude Children’s Research Hospital. Each year, the fellowship of fundraisers has managed to raise over $60k annually for the treatment of children with cancer and other life-threatening diseases.

“Every person knows someone impacted by cancer or a life-threatening disease,” said Indiana Beverage Brand Manager Liza Hilliard. “In addition to providing top-notch care, St. Jude also shares the most up-to-date science with other doctors to help improve outcomes for everyone that is impacted.”

St. Jude was founded in 1962 by entertainer Danny Thomas and began to make an immediate impact. Less than five years after it opened its doors, a group of St. Jude patients were the first people with acute lymphoblastic leukemia to be successfully taken off therapy. The legacy of innovation continues today; in 2019, St. Jude announced a cure for X-linked severe immunodeficiency disease (SCID-X1), also known as bubble boy disease.

Indiana Beverage has long understood how important it is to assist an organization like St. Jude providing relief and support to families in need. Given the widespread impact of cancer, the removal of barriers to treatment not only helps children get the treatments they need, but it also uplifts the spirits of the community.

“St. Jude completely covers all the fiscal needs for both the patient and families so they can focus on what is most important – helping their child live,” said Hilliard.

Interested parties are able to donate in several ways: pin up donation sheets in retail locations, bill rounding at the register, and various other fundraising activities throughout the Region with 100% of the raised funds going directly to St. Jude. This year, St. Jude has additionally incorporated digital donation options, including a QR code that Coors Light is helping to distribute across its social media platforms. This new option offers people who don’t normally carry cash an additional opportunity to support the fundraiser and can hopefully reach a wider, more online audience.

“Younger audiences are consuming all of their information from social media,” said Hilliard. “People have a strong desire to make a difference in the world. It makes perfect sense to combine the two into a new platform to raise even more funds.”

Every October, Indiana Beverage and its partners put their teams on the front lines of donations, their vigor for the project inspiring others to donate. If you walk into a business and see the St. Jude pin up donations, they hope that you’ll be inspired to donate too. Its goal each year is to get more people to participate in the fundraiser so that it makes a bigger impact than the last. 

To donate online, visit

For more information about Indiana Beverage and its partners, visit