The free Bee Beard app, created by Glue Isobar, is based on the latest Magners TV ad that launched in April, featuring Eamon, the Clonmel beekeeper.
Users can overlay a virtual beard of bees on a picture of themselves in six different styles. The app also gives users the chance to win a case of Magners in a weekly draw that runs until 2 October.
For every download of the app, Magners will make a donation to the British Beekeepers Association and the Federation of Irish Beekeepers, which will save 50 honey bees.
Consumers can also secure a donation by "liking" the Magners Facebook page. The can also enter a draw to win a beekeeping scholarship.