Drink this beer to support sea turtle conservation

Want to help save an endangered species? Crack a beer.

But not just any beer. Sustainable craft brewery Pure Project is releasing Noc-Turtle, an IPA crafted to raise funds for efforts to protect the endangered Eastern Pacific leatherback sea turtle.

The turtles nest along the coast of Oaxaca, Mexico, where the species has suffered an alarming population decline.

Pure Project has partnered with WILDCOAST for the effort, a nonprofit that was co-founded by surfer and former Imperial Beach mayor Serge Dedina in 2000 to protect ecologically sensitive coastal wildlands, islands and marine areas in California and Baja California.

Today, WILDCOAST frequently collaborates with companies to help the environment, such as their campaign to save Olive Ridley sea turtles.

Having heard of this campa