Monarch butterflies are in serious trouble. Across eastern North America, migrating populations have plummeted more than 80% over the past two decades. News in the West is even worse, with population numbers down to less than 1% of their historic size.

To counteract these declines, we must work together to help rebuild monarch-breeding habitat to save the king of butterflies. Together, we can restore the reign of the monarch.

Restore the Reign of the Monarch was a 2022 collaborative initiative among conservation and education organizations, the brewing community and their combined patrons to raise awareness about the continued losses of the iconic monarch butterfly and help restore critical breeding habitat across the U.S.

UF News: Raise a glass to butterflies 

Support Monarchs

Like other community enterprises, your patronage is an act of support. Raise a glass, purchase some merch, get the word out or donate directly to help our monarch conservation efforts. Your assistance is most appreciated. Every action and donation matters. In the end, saving species never tasted so good.

For Breweries

In 2022, we asked for breweries across the country to join us in this historic unified conservation goal by donating 25% of a special beer’s proceeds, including any associated merchandise sales, in the effort to raise enough funds to plant 1 million milkweeds nationwide.

The University of Florida Foundation, the gift-fund-management arm of the university, received all funds. The Florida Museum of Natural History then worked with the Xerces Society for Invertebrate Conservation to ensure successful planting projects for monarch breeding habitat were completed across the country. Restoration efforts focused on planting milkweed and other nectar-rich plants in an array of landscapes to help support monarch breeding and migration.

The Beer

Taking inspiration from the regal monarch butterfly, we chose an Imperial Stout that we recommend barrel-aging, if possible. First Magnitude Brewing Company provided the recipe. Each brewery was encouraged to add their own unique twist to the beer if desired. First Magnitude Brewing Co. also created a beautiful and inspiring label design. We asked that all participating breweries and other collaborators use the label that was provided.

Xerces Society Resources

Explore the Xerces Society’s many resources on monarchs and monarch conservation:

Eastern Monarch Conservation

Conservation of eastern monarchs—which breed east of the Rocky Mountains and overwinter in central Mexico—is an important part of Xerces’ work across the Midwest, Southern Great Plains, Northeast, and Southeast. Learn more about their needs and what we’re doing to help.

Western Monarch Conservation

A significant focus of our monarch conservation efforts focuses on western monarchs, which breed west of the Rocky Mountains and generally overwinter in coastal California. Western monarchs are less well-studied—yet they are at a greater risk of extinction as their eastern counterparts.

A Guide to Saving America’s Butterfly

This brochure contains information about how to enhance any landscape to help meet the seasonal needs of monarchs.

Monarch Conservation Brochure

Making Room for Monarchs

Learn more about how you can support monarchs in your landscape.

• Gardens, Towns, & Cities – Simple changes to how we manage home landscapes, parks, and greenspaces can make a big difference for monarchs.
• Natural Areas – Find resources for identifying and protecting habitat, and learn about management practices to support monarchs.
• Roadsides & Rights-of-Way – Roadsides and other rights-of-way present opportunities to provide vital monarch habitat.
• Working Lands – Resources for managing farms, rangelands, and other working lands for monarchs.