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Brief Published: 5 Jan 2018

Protest Beer for Climate Change


British craft brewery BrewDog has collaborated with North London-based environmental charity 10:10 Climate Action to launch a beer that raises awareness of global warming.

The new beer contains ingredients sourced from areas that are most badly affected by climate change, including water and cloudberries from the arctic ice caps.

Dubbed Make Earth Great Again, it takes aim at US president Donald Trump's attitude and policies around climate change research, including his withdrawal from the Paris Climate Agreement. The bottle's label demonstrates this point, featuring an illustration of a polar bear fighting a robot version of the president.

BrewDog founder James Watt said: "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 through supporting an organisation making a difference." The new beer can be purchased at BrewDog's 50 bars worldwide or from the brand's website, with all proceeds going to 10:10 Climate Action.

This is the latest example of how food and hospitality brands are taking a stand, launching products and services that make a political statement. For more recent examples, see Hospitality Brands Promote Political Activism and Hotel for Activists.

See also Culinary Provocateurs, Hospitality with Heart and Brands Take a Stand for a cross-industry perspective on this direction.