BrewDog touts sustainability in ‘Beer for your Grandchildren’ campaign
Ads are based on reforestation work the brewer has been doing in the Scottish Highlands.
Brewdog tout sustainability credentials / James Watt
Amid freak weather and record-breaking temperatures around the world, craft beer brand BrewDog has launched a campaign to promote sustainability.
Chief executive James Watt has written a lengthy post on LinkedIn revealing the new work and showing how his company is trying to limit its contributions to the climate crisis.
In a statement about the project, he said: “At BrewDog, our mission has always been to make other people as passionate about great craft beer as we are. But that only works if we still have a planet to drink it on. That’s why we’ve also been just as doggedly committed to doing our bit to leave the planet in a better place than we found it.”
Watt said the company now owns a 9,308-acre chunk of the Scottish Highlands and is in the midst of one the largest reforestation and peatland restoration projects in the UK.
“The inescapable, uncomfortable and unrelenting reality is that our planet is getting hotter, and it’s humanity’s fault. Now is the time to act. ‘Beer For Your Grandchildren’ is all about doing things right today to protect future generations. We hope in 50 years we’ll still be around brewing beer for your grandchildren, as they deserve to enjoy this planet... and, of course, great beer too.”
The OOH campaign has rolled out across London. The ads feature the campaign tagline alongside a hand-drawn, childlike image of the world on fire.
The creative came from the in-house team at BrewDog while media buying was handled by Craft Media.
According to Watt, BrewDog is the world’s first fully certified carbon-negative beer business and removes more carbon from the air than it emits every year.
But skeptics of the brand (which has been dogged by controversies in the past) have chimed in. Among the positive comments, some users questioned if using a child’s drawing to sell beer was ethical.