All treats, no tricks: Indiana Beverage raises money for St. Jude

Every October, Indiana Beverage partners with local distributors and MillerCoors to raise money for St. Jude Children’s Research Hospital. The family-owned beer wholesaler has supported the cause annually since 1992, helping fund lifesaving treatment and research for children with cancer and other serious illnesses.

Zachary Swanson, a sales consultant who oversees eight Belmont locations, has been with Indiana Beverage for nearly nine years. For him, the Belmont chain plays a key role in supporting the annual effort, with employees leading the charge on encouraging customer donations.

“Every year since I’ve been here, it’s a huge focus for us,” Swanson said. “A lot of us have kids, so it really hits home. A lot of liquor stores will hang pumpkins up on the walls to advertise how many they sold. There’s a little competition between the stores.”

While unofficial, that friendly competition motivates employees and boosts donations. Each Belmont location is assigned a fundraising goal based on previous years, which Swanson monitors weekly.

“A lot of the managers are on it, so I can’t take a ton of credit for a lot of it,” he said. “I just get out in front of it, and the managers and the employees at the Belmonts do the legwork.”

Swanson, who has two young children, says the mission resonates deeply.

“No parent should ever have to go through that,” he said. “Every dollar we raise is helping somebody. It’s just the right thing to do and a great cause.”

Across South Bend and surrounding communities, Stuart Cowen, another sales consultant with six years at Indiana Beverage, takes a creative approach to fundraising through his bar and restaurant accounts. Like Swanson, Cowen finds personal meaning in the mission, especially after recently welcoming a child into his family.

“Two days never look the same. It’s always something different, which keeps it interesting,” Cowen said.

Cowen and his team often incorporate St. Jude fundraising into promotions and events. He said some accounts have created donation buttons in their point-of-sale systems so servers can ask guests to contribute a dollar to St. Jude. Over the years, several local venues have made strong efforts to contribute.

“I had one a couple years back from Bowlers Country Club in South Bend, and they raffled off some of their own stuff,” he said. “I think they ended up raising like $1,000, and they just cut St. Jude a check for $1,000. That was one of the ones that stood out to me.”

Cowen emphasized that every donation, big or small, makes a difference. When he tallies everything up, there’s the occasional $100 bill, a few $50 bills, and plenty of smaller ones.

“You do see a lot of ones and fives, and at the end of it, it does add up,” he said. “Donating what you can is important. Even if it’s just a little bit, every dollar counts.”

The fundraiser supports St. Jude’s mission of treating and defeating childhood cancer and other life-threatening diseases, with no family ever receiving a bill for treatment, travel, housing, or food.

Sponsored by MillerCoors, the St. Jude Halloween promotion began in 1992 when regional offices introduced the “Cool Ghoul” Halloween pinup to local beer distributors. In its first year, more than 40 MillerCoors distributors nationwide participated, raising $174,000. Since its inception, the campaign has raised more than $90 million for St. Jude.

Together, Indiana Beverage employees show how community engagement and teamwork can drive meaningful impact. Through organized campaigns, individual dedication, and creative approaches, they help St. Jude continue its lifesaving work for children and families in need.

To donate online, visit stjude.org/molsoncoors.

For more information about Indiana Beverage and its partners, visit indianabev.com.