FEATURE
A NEW BALL GAME
Steel River Drinks ’ new brand raises awareness of men ’ s mental health
WORDS : JULIE BURNISTON
Cheers – Steel River Drinks ’ Big Balls range .
When Jay Byers , the man behind the iconic Steel River gin range , wanted to help address men ’ s mental health , he decided to create a brand to get people talking .
Big Balls may have a cheeky moniker , but that was the idea .
“ Men don ’ t talk about their emotions enough ,” said Jay .
“ So the idea was to produce a range of drinks with a name that stands out , but which would also have a serious meaning and carry some important information about mental health .”
Big Balls lager , IPA and gins were trialled to positive acclaim in 2020 . But then came lockdown and Steel River had to concentrate on its huge online sales .
“ Big Balls was born after some tragic news I received on Boxing Day 2018 ,” explained Jay .
“ A pal of mine took his own life . I had only spoken to him a couple of days before , so it was a huge shock and underlined the fact suicide can happen to anyone .
“ I know that male suicide in particular is a huge issue on Teesside . That ’ s why it feels all the more important to relaunch now .”
While some people have voiced concern about supporting mental health with an alcoholic drink , Jay brands that opinion “ naïve ”.
“ When you think about where men hang out , or feel at their most relaxed , it ’ s usually in the pub with their mates , having a pint ,” he says .
“ The whole point is for them to see
the name of the Big Balls products , try them and then read the words on the can , the glass or the beer mats , where there are also facts and figures on male mental health and hopefully that gets men talking .”
These words reinforce the brand slogan : IT TAKES BIG BALLS TO SAY YOU ’ RE NOT OK and IT ’ S OK TO BE NOT OK .
Jay continues : “ If just one guy reads the information and talks to someone instead of choosing to take his own life , then Big Balls has done its job .”
In reality , however , it does much more , with profits going to mental health charities , both on Teesside and nationally .
Jay said : “ Following the first run of Big Balls Beers pre-pandemic , we gave a donation to ManHealth . org which is where guys meet in bars and talk through their issues in confidence .
“ They also do walks to raise their own funds , such as one from Blyth to Middlesbrough FC , finishing there on the last game of the season , which was a great success .
“ Every one of those guys has a story to tell , such as the dad whose son lost his life suddenly over Christmas .
“ Hearing what they have been through … well , they ’ re all amazing .”
Big Balls gins , as well as the lager and IPA , will be available from July 1 direct from the Steel River website and , hopefully , behind the bars of local pubs very soon .
You can also see it being made and enjoy a pint at the Steel River Tap Bar , which will be open Thursday to Saturday from late July .
The two Big Balls gins – Apple and Pear and Orange and Almond Blossom - are aimed at non-lager drinkers , but the message is the same .
“ When I created my drinks company , I deliberately called it Steel River Drinks because the plan was always to create other products – wines , rums , beers ,” explained Jay . “ But also , as an owner of a local company , I ’ ve always shown that I am willing to more than do my bit to raise monies and awareness for those in need in our community .
“ Maybe because we may be better known at the moment for our gin range , entering the brewery side has angered some competitors , but I really hope everyone out there will get behind Big Balls and give it their support – I can ’ t think of a better way of showing , that as Teessiders , we care a lot .”
Steelriverdrinks . com Facebook : @ steelriverdrinks Instagram : @ steelriver _ jay LinkedIn : @ jaybyers To book live events – steelriverdrinks . com / liveevents
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