Players choose one of five characters representing the five year-round Big Boss brews: Hell's Belle, Bad Penny, Angry Angel, Blanco Diablo and High Roller.

ENGADGET: Beercade replaces arcade coin slots with beer taps, rewards winners with brew

"It's becoming a national movement, " says Penny Jones-Napier, owner of the Big Bad Woof pet store in Hyattsville, Maryland, the first business in the US to adopt the new benefit corporation designation.

BBC: US firms put social values before big profits

So paying penny-scale commissions and suffering penny-scale market impacts may not be all that bad.

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