BrewDog, a multinational brewery and pub chain, have released a beer to shake the world by the shoulders. The ‘Make Earth Great Again’ beer was created to remind global leaders to prioritise issues related to climate change, with all proceeds donated to 10:10, a charity lobbying for legislative changes relating to global warming.
BrewDog was founded in 2007 by James Watt and Martin Dickie. In the last decade, it has become the largest and fastest-growing craft-beer producer in Europe, now representing five of the top seven UK beers. BrewDog was born on the singular mission of helping people to love craft beer as much as its founders do, and its story is all the more remarkable for the way in which it became a $1 billion brewery through crowdfunding as opposed to using traditional financing methods.
Make Earth Great Again
BrewDog not only campaigns for craft beer, but for sustainability and social causes. One example is the recently launched Make Earth Great Again. It is a protest beer created to remind global leaders to prioritise issues related to climate change, with all proceeds donated to 10:10, a charity lobbying for legislative changes relating to global warming. It is a 7.5% ABV saison containing ingredients from areas of the world most affected by our changing planet, it is brewed with water from melted Polar ice caps and cloudberries from the threatened Arctic. We then fermented the saison at a higher temperature than their other beers as a metaphor for global warming.
Polar bears in Shoreditch
In a further attempt to raise awareness of climate change, BrewDog decided to serve their Make Earth Great Again beer in BrewDog Shoreditch from a replica life-size polar bear. In fact, the campaign overall reached over 2 billion people, with 12 countries covering the campaign as national news – they even sent a case of beer to the White House.
This story shows how BrewDog supports Goal 13: Climate Action, specifically Target 13.3: “improve education, awareness raising and human and institutional capacity on climate change mitigation, adaptation, impact reduction, and early warning.”
In 2007, James and Martin started BrewDog with a mission to make other people as passionate about great craft beer as they were. From an industrial estate in northeast Scotland, BrewDog came howling into the world. Over a decade later, the company has become the fastest-growing Food & Drinks company in the UK, one of the Times Top 100 Best Employers, and has broken into markets across the world.
Strictly Necessary Cookies
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.