EMBARGOED UNTIL11/01/17
“Make Earth Great Again”:
BrewDog launches beer in direct protest of America’s withdrawal from the Paris Accord
The Make Earth Great Again protest beer is made with water from melted polar ice caps, and will be served from a tap installed in a replica of one of the most tragic casualties of climate change: a polar bear.
Independent craft brewer, BrewDog, today launches its latest protest beer, Make Earth Great Again – a beer it hopes will “shake the world by the shoulders”and remind leaders to prioritize Climate Change issues.After America’s withdrawal from the Paris Accord, BrewDog decided to take a stand with a new beer that will be served directly from a beer tap built into an artificial, life-size polar bear head, one of the greatest casualties of climate change. The beer also contains ingredients sourced from areas most affected by global warming. All proceeds from Make Earth Great Again will be donated to 10:10, a UK-based charity working to safeguard the earth and ensure the rights of all people to air, water and the wild.
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.
BrewDog co-founder, James Watt, commented:
“Make Earth Great Again is a reaction to declining interest from notable world leaders to the biggest issues facing our planet and civilization. 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 organization making a difference, and providing a vehicle for craft beer fans to make their voices heard by the establishment.”
As a powerful reminder of the inspiration for the beer and to underline the impacts of global warming, the limited release of BrewDog’s latest beer will be dispensed from a tap inside a replica polar bear head. The label copy on the bottled version, which will be sold in BrewDog’s UK bars, reads, “This beer is as bitter as a world ignoring climate change” before warning the beer “may contain traces of satire.” As a powerful symbol of the threat that climate change poses, BrewDog has designed and built the polar bear head to serve as a shocking reminder of the issues that the planet now faces.
Inspiring positive change
BrewDog has partnered with UK-based 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. All proceeds from Make Earth Great Again will be donated to 10:10 to directly fund the charity’s projects that focus on tackling climate change at the community level. 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.
According to BrewDog USA CEO, Tanisha Robinson:
“As an American, I’m both infuriated that our country has shied away from addressing climate change and proud to be a part of a community of punks who are willing to take a stand. By donating proceeds to an organization that directlyfights climate change, we are enabling every single person who drinks Make Earth Great Again to join together to amplify their voices for this cause.”
James Watt continued:
“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.”
Craft beer fans can visit BrewDog’s U.S. brewery and taproom, DogTap,in Canal Winchester, Ohio, to drink a pint and buy a growler of Make Earth Great Againpoured from the polar bear’s mouth.
BrewDog has also sent a case of Make Earth Great Again to The White House, in an attempt to capture the attention of the President.
James Watt added:
“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.”
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About BrewDog plc
Since 2007, BrewDog has been on a mission to make other people as passionate about great craft beer as they are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog creates beer that blows people’s minds and has kick-started a revolution.
Cofounders James Watt and Martin Dickie shook up the business world in 2009 with the launch of pioneering crowdfunding initiative Equity for Punks, an initiative that has seen the company raise £40m since 2009, taking more money through crowdfunding than any other on record. The funds, and the army of punk shareholders (55,000) enabled the Scottish craft brewery to scale up without selling out.
With almost 50 global bar launches, export into 60 countries, and a brand new brewery in Ohio opening in 2017, BrewDog continues to take the craft beer revolution stratospheric, whilst continuing to push the boundaries, invest in people, put the beer first, and champion other small breweries in its venues.
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