27/11/2017 – News / Alcohol / Beverages / New Products / Breweries / Global / Beer
BrewDog’s latest launch aims to ‘Make Earth Great Again’
Independent craft brewer, BrewDog, has launched its latest protest beer, ‘Make Earth Great Again’ – a reference to the slogan used by Donald Trump during his election campaign. First compelled to brew the beer by America’s decision to withdraw from Paris Accord, BrewDog’s incendiary new beer is to be served directly from a beer tap built into a life-sized polar bear replica and contains ingredients sourced from areas most affected by global warming.
Everything about the new beer is designed to raise awareness and spark conversation, with water sourced from melting Arctic ice caps, and ingredients including endangered Arctic cloudberries. ‘Make Earth Great Again’ is a saison-style beer, which is fermented at a higher temperature than any other beer style – an appropriate nod at the effects of global warming.
All proceeds from Make Earth Great Again will be donated to UK climate change charity 10:10, which uses public efforts and opinions to leverage change at a government level – a mission shared by the brewery itself. The campaign is also accompanied by an infographic on the BrewDog blog and social media, which provides advice on how anyone can make lifestyle changes that will have a positive effect on tackling climate change.
Craft beer fans can visit BrewDog’s bar in Shoreditch, London to buy a schooner of Make Earth Great Again poured from the polar bear’s mouth. Bottles of the beer are available to buy at BrewDog.com and across the brewery’s craft beer bars around the world. BrewDog has also sent a case of Make Earth Great Again bottles to The White House, in an attempt to capture the attention of the President.
Making a statement on climate change
BrewDog co-founder, James Watt, commented: “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,” he added.
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