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FRESNO, Calif. – One California brewery is paying more than lip service to the heroic firefighters who put everything on the line during the state’s unprecedentedly destructive 2020 wildfire season.

Fresno-based Tactical Ops Brewing recently unveiled the new Frontline label, with 100% of the proceeds benefiting the volunteer firefighters who battled the Creek Fire, KFSN reported.

“Some of our employees are from the foothills, and this hit close to them,” Carlos Tovar, Tactical Ops’ brewing manager, told the TV station.

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The step was logical, Tovar said, because many of their loyal customers are firefighters who never hesitated to protect their community, even though many lost their own homes in the process.

“We try to do as much as possible for first responders and military through the brewery, so this is just another opportunity for us to do that,” he said during the official, socially-distant release party for the new label, adding, “We’re not here to make money. It’s just to be involved in the community and donate and do whatever we can for that.”

Isaac Naylor, a wildland firefighter with the U.S. Forest Service, spent two weeks working the Creek Fire alongside his wife and daughter and joined Tactical Ops’ bottling line within 24 hours of completing his tour.

“Friends, family, they’ve lost their property, their livelihood is impacted, it’s going to take a lot to get this community up and going again,” Naylor told KFSN.