Stronger Together: How Two Alums Partnered to Fight Brain Cancer
By Paul Miller, MA '21
ALBANY, N.Y. (Nov. 6, 2024) — In the summer of 2024, Reed's, America's favorite ginger beer, did something it had never done before: It put a mustache on its cans.
For Reed's CEO Norman E. Snyder '83, it was a no-brainer. The mustache logo belonged to StacheStrong — the 501(c)(3) dedicated to advancing brain cancer research — run by fellow alum, Colin Gerner '14, MS '15.
The partnership created a limited-edition can of Reed’s most potent non-alcoholic ginger beer, appropriately named "Strongest." In addition to StacheStrong's trademark handlebar mustache logo, the cans' design features a purple background — a nod to the colors of the University at Albany, the alma mater of both CEOs.
"It was a natural fit in terms of our product tied to this organization for a good cause," says Snyder, who sits on the board of directors for StacheStrong.
Proceeds from the sale of the nearly 100,000 cans benefit the nonprofit, established in 2018 after the loss of Gerner's brother, GJ Gerner '10, MS '11, to glioblastoma — an aggressive and currently incurable brain cancer.
"Reed’s supporting StacheStrong in a big way is incredibly important to me," says Gerner who, as a freshman in 2011, met Snyder through the School of Business. Gerner calls Snyder a mentor and friend.
"He single-handedly made this incredible crossover with Reed’s come to life. It’s humbling to now have several major brands and corporations back us — they are a major reason why we’ve been able to fund over $5M of brain cancer research."
The co-branded can idea is an extension of #BrewStacheStrong, an earlier collaboration between StacheStrong and more than 350 craft beer breweries across the country.
After finalizing logistics, Snyder galvanized his vendors to volunteer their services — from cans to packaging to graphic design — to bring the Reed's/StacheStrong limited edition to consumers.
"This can is another reminder of how far we’ve come and how much we’ve accomplished, but to me, it’s so much more," says Gerner. "It’s about the family who’s shopping with a direct connection to brain cancer — simply seeing this intriguing can's design could lead them to receive the help, support and hope they’ve been desperately needing. As someone who lost his brother to brain cancer, I know the importance of connecting with an organization like StacheStrong during the diagnosis."
Snyder is proud of his company's collaboration: "It's a great cause. It's a mutually beneficial relationship. We are working to expand this product offering and to become an annual thing to expand awareness."