BrewDog to serve beer in cans upcycled from other brands
Writing in a blog post the bar group and brewer said that the planet was in a climate crisis “driven by big business”.
BrewDog wrote: “We recognise our contribution and the limitations of our industry. Change isn’t happening fast enough.”
Customers who trade in 50 empty beer cans will now be invited to join BrewDog’s 130,000 strong Equity Punk global investor community. Old cans from any brand will be upcycled and refilled with craft beer.
The company is also planning to create vodka from excess beer and encourage customers to home-brew their own products by making its ‘beer knowledge’ publicly available.
BrewDog will invest £1m a year in research and initiatives to help the industry “have a positive impact on the world” going forwards.
The sustainability plan comes after BrewDog opened its first fully-vegan bar in London’s Dalston in October. The company launched a ‘pilot’ alcohol-free bar in nearby Old Street to coincide with Dry January, which is still trading.
“BrewDog may have grown up a bit, but our underdog spirit is as alive as ever,” said BrewDog co-founder James Watt. “Real change takes time. But just because change doesn’t happen overnight, doesn’t mean it can’t - if not now when?”
BrewDog was founded in Aberdeen in 2007 and now operates around 100 craft beer bars worldwide, and one hotel.
