Pure Project has announced the launch of Noc-Turtle, a hazy IPA brewed with purpose. In partnership with international conservation organization WILDCOAST, this beer supports the protection and monitoring of critically endangered Eastern Pacific leatherback sea turtle nests along the coast of Oaxaca, Mexico—giving these ocean giants a fighting chance at survival.
The Eastern Pacific leatherback population has declined by 90% over the last 20 years, with only a limited amount of nesting females remaining. Currently, leatherback nests on the beaches of Oaxaca’s Laguna de Chacahua Sanctuary are extremely vulnerable to poaching, habitat loss, and the effects of climate change.
This marks WILDCOAST’s second sea turtle conservation initiative, building on the success of its first effort to bring olive ridley turtles back from the brink of extinction. The organization’s landmark 2005 campaign, ‘Don’t Eat Sea Turtle Eggs,’ combined with decades of ongoing hands-on conservation work, has helped nearly 164 million olive ridley eggs hatch at Oaxaca’s Morro Ayuta beach since 2016.
Leveraging this successful approach, WILDCOAST is now expanding its conservation efforts to protect the critically endangered Eastern Pacific leatherback.
“We’re at a critical point for the survival of the Eastern Pacific leatherback,” said Serge Dedina, Executive Director and Co-founder of WILDCOAST. “Through this partnership with Pure Project, we have the opportunity to scale up our protection efforts and ensure that a meaningful number of nests are safeguarded. Together, we can give this species a real chance at recovery.”
Pure Project and WILDCOAST’s Noc-Turtle IPA creates a powerful way for the community to engage in conservation. A portion of funds raised through Noc-Turtle sales will directly support WILDCOAST’s efforts to safeguard all leatherback nests at Laguna de Chacahua Sanctuary, relocate at-risk nests to protected enclosures, and guide a new generation of turtles safely to the sea.
“Noc-Turtle is more than a beer; it’s an invitation to be a part of an extraordinary mission,” said Mat Robar, Co-founder of Pure Project. “We’re proud to partner with WILDCOAST on this initiative, whose decades of conservation work have been monumental for our oceans and marine life. By introducing our customers to this effort through our beer, they can become active participants in a real conservation story, helping to ensure this incredible species doesn’t disappear from our oceans forever.
”Noc-Turtle will be available starting Thursday, October 2, 2025, at all Pure Project taprooms and select California retailers. To donate and support the project directly, visit this link.
Follow Pure Project on Instagram for all specialty releases, event information, and more at @purebrewing.
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