Scottish pub chain BrewDog launches ‘Make Earth Great Again’ beer
Multinational brewery and pub chain BrewDog has launched a limited edition beer with the name ‘Make Earth Great Again’ to challenge the US’s government’s decision to withdraw from the Paris Agreement.
James Watt, one of BrewDog’s co-founders explained: "Make Earth Great Again is a reaction to declining interest from notable world leaders to the biggest issues facing our planet and civilisation”.
All the proceeds from the sales of the beer will be donated to the London-based environmental charity 10:10, which campaigns for stronger climate policies and supports community projects that fight climate change.
"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”.
The Make Earth Great Again beer will be served from a tailored beer font that has been built inside a life-size replica of a polar bear.
Alice Bell, Director of Communications at 10:10 expressed her hopes that the beer will spark conversations on climate change and engage more people to climate-related issues.
She said: "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”.
As Ms. Bell points out the beer is a statement of intent: to hold a mirror to policymakers who choose not to address an issue that affects everyone on the planet.
She added: "We hope everyone who can make a positive impact on climate change at a legislative level takes note of what the beer represents”.
BrewDog said that they have sent a case of the new beer to the White House, hoping it will be noticed by President Donald Trump.
You can watch BrewDog’s video on the “Make Earth Great Again” beer here.
Learn more about 10:10 environmental charity here.