Global Partners has announced the return of Cheers for a Cause, its award-winning annual holiday program. Developed alongside Coca-Cola, the program invites Bee’s Knees Benefits members to choose one of three national charities to receive a donation.
In return, each member who makes a selection earns a free Coca-Cola beverage. For every selection, Global donates $2.50 to the chosen charity, with a goal of contributing $50,000 this season. The campaign runs at participating locations across Global’s portfolio of retail brands: Alltown Fresh, Honey Farms Market, Alltown, XtraMart, Jiffy Mart, Millers and more.
“The holidays are about giving, and Cheers for a Cause makes it easy for everyone to take part,” said Joanna Linder, vice president of marketing at Global Partners. “Our members enjoy a drink they already love, and every choice they make sends real support to families and kids in our communities. It’s joy and generosity in every sip.”
After selecting a charity through the Bee’s Knees Benefits app or website, members instantly receive a free 20-ounce Coke, Sprite or smartwater in their loyalty account. Participation resets weekly, and members can return to choose a charity and earn another free beverage up to three times between Nov. 5, 2026, and Jan. 6, 2027. That’s a potential $7.50 donated per member, along with three chances to refresh this season.
This year, members can choose to support one of the following charities: Boys & Girls Clubs of America, which empowers young people with safe spaces, caring mentors and opportunities to learn and grow; Feeding America, which provides food to people and food banks in need while working toward a future where no one goes hungry; and Children’s Miracle Network, which provides children’s hospitals with critical care, treatments and resources for the kids who need them most.
Since its inception, the Cheers for a Cause program has contributed $145,000 to charities, with Coca-Cola covering the cost of every beverage and Global Partners funding the donations.
From collecting spare change for nonprofits supporting children to hosting car washes for local schools and running food and fuel donation programs, Global’s retail locations contribute more than $500,000 annually to help support a wide range of causes.
