In partnership with WILDCOAST, every 4-pack of our new murky IPA, Noc-Turtle, 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.
About WILDCOAST
WILDCOAST is an international team that works to protect oceans, coastlines, and marine species through community-driven initiatives. By collaborating with local communities, organizations, and agencies, their programs combine research, hands-on protection, monitoring, and education to create meaningful, long-term impact for coastal and marine ecosystems and nearby communities.
A Story of Hope: From One Species to Another
For over 100 million years, sea turtles have roamed the oceans. Today most species are endangered, but the olive ridley sea turtle offers a story of hope.
Once nearly wiped out by poaching, egg harvesting, and habitat loss, olive ridleys have rebounded thanks to decades of conservation efforts. Mexico’s 1990 ban on turtle hunting and WILDCOAST’s 2005 “Don’t Eat Sea Turtle Eggs” campaign helped shift laws and culture to protect nests.
On Oaxaca’s Morro Ayuta and Escobilla beaches, mass nesting events, or arribadas, now bring hundreds of thousands of females ashore to lay eggs. Since 2016, nearly 164 million hatchlings have emerged from Morro Ayuta alone, proving how community-driven conservation can revive a species once on the brink.
This success paves the way to protect another ocean giant: the Eastern Pacific leatherback sea turtle, whose survival now depends on similar efforts along Oaxaca’s coast.
The Urgent Need to Protect Leatherbacks
Leatherback sea turtles are the largest of all turtles, capable of diving 3,900 feet and migrating up to 12,400 miles each year. Despite their remarkable adaptations, the Eastern Pacific leatherback is critically endangered. In just 20 years, their population has dropped by 90%, leaving an estimated 400 turtles.
Climate change threatens their future even further: warmer nests produce more females, which could destabilize the population. At the time of this writing, there are approximately 92 leatherback nests on the beaches of Oaxaca’s Laguna de Chacahua sanctuary that are extremely vulnerable to poaching and climate change.
WILDCOAST partners with local Indigenous and Afro-Mexican communities, the National Mexican Turtle Center, and Mexico’s National Commission for Protected Natural Areas (CONANP)—who are essential to protecting their natural resources and the wildlife that depend on them—to safeguard nests through careful monitoring and relocation to protected enclosures.
With the launch of this leatherback sea turtle conservation project, WILDCOAST will protect 100% of leatherback nests at Laguna de Chacahua Sanctuary, giving hatchlings a chance to reach the sea and continue the species’ long evolutionary journey.
Noc-Turtle IPA: Join the Mission
Noc-Turtle murky IPA is infused with El Dorado, Citra Cryo, and Nelson Abstrax hops, bringing mouthwatering notes of white peach, pineapple, apricot, and orange zest to the taste buds.
Just as the olive ridley sea turtle rebounded thanks to bold conservation action and community engagement, leatherbacks now have their chance at a comeback. By enjoying Noc-Turtle, you’re part of a story of hope and action, helping ensure that these ocean giants don’t vanish from our seas.
Noc-Turtle will be available at all Pure Project taprooms and select California retailer locations beginning Thursday, October 2, 2025. Raise a glass, spread the word, and know that you can make a tangible difference in the fight to protect the world’s largest turtle. 🐢💙
To donate to WILDCOAST’s Save the Sea Turtles project directly, visit https://wildcoast.org/save-the-sea-turtles/.
