Kwass’Up, a new non-alcohol malt beverage brand by Pure Ally, Ft. Lauderdale, Fla., showcased its adventurous side by sponsoring this year’s Coney Island Polarplunge Bear Club New Year’s Day Swim. The Kwass’Up team provided warm towels and thousands of bottles of its new, naturally energizing beverage to the event’s 3,000 swimmers and 5,000 onlookers. Proceeds from the event benefited Camp Sunshine, an organization that provides outdoor adventures for children with life-threatening diseases.