Brewdog launches “protest beer,” Make Earth Great Again

01/11/2017 - 09:48
Independent craft brewer Brewdog has today launched its limited edition “protest beer” – ‘Make Earth Great Again’ – “challenging leaders to prioritise climate change issues.”

Spurred on by “America’s decision to withdraw from the Paris Accord,” Brewdog has partnered with climate change charity, 10:10, to whom it will donate all proceeds from the beer to “directly fund projects that focus on tackling climate change at the community level.

Designed to “raise awareness and spark conversation,” the saison-style ‘Make Earth Great Again’ beer contains ingredients sourced from areas most affected by global warming, including endangered Arctic cloudberries and water from melting Arctic ice caps, which is then fermented at a higher temperature – “an appropriate nod at the effects of global warming” it said.

The drink will also be served from a beer tap built into a life-size polar bear replica from the company’s Shoreditch bar, with bottles available across its bars worldwide and online via BrewDog.com. It has also sent a case of ‘Make Earth Great Again’ to The White House, “in an attempt to capture the attention of the President.”

Co-founder, James Watt, said: “Make Earth Great Again is a reaction to declining interest from notable world leaders to the biggest issues facing our planet and civilisation. Beer is a universal language, with the capacity to make an impact the world over, so we decided to make a statement and brew a beer that could have a direct, positive impact on climate change both through supporting an organisation making a difference, and providing a vehicle for craft beer fans to make their voices heard by the establishment.

“Working at a community level was a huge part of developing ‘Make Earth Great Again.’ Beer is a gateway to new ideas and ways of life and while we want our community to enjoy this limited-edition beer we also hope it starts the conversation around what changes we can all make to help fight climate change.

“This beer is our statement of intent to hold a mirror up to all of the establishment figures that could and should do more on an issue that affects everyone on the planet. We hope everyone who can make a positive impact on climate change at a legislative level takes note of what the beer represents.”

Alice Bell, director of communications at 10:10 Climate Action added: “At 10:10, we often say that one of the more powerful things you can do to tackle climate change is talk about it. And what better way to start those conversations than a bottle of beer?

“There is an odd silence when it comes to climate change - perhaps understandably, we don’t want to think about it too much. But this silence makes it harder for us know what the problems and solutions really are, and keeps the pressure off people who could help change things.”

A video is also available to view via: https://www.brewdog.com/lowdown/press-hub.

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