To showcase its sustainability credentials, BrewDog has launched its ‘Beer For Your Grandchildren’ campaign. The creative aims to communicate its commitment to protecting the planet while maintaining its signature punchy marketing tone.

The campaign highlights the brand’s efforts towards safeguarding the planet through its sustainability goals, which aim to ensure that future generations will still have great beer to drink. Out-of-home displays feature a child-like drawing of planet Earth in flames as it calls on audiences to make choices that protect the planet. Which the campaign believes includes drinking BrewDog beer.  

Backing up the claims made in the campaign, BrewDog has been working with sustainability expert Professor Mike Berners-Lee for the past three years as its lead independent scientific advisor. 

In 2020, the brand became certified carbon negative, the world’s first international beer business to reach this status. Goals outlined in BrewDog’s cheekily named ‘Make Earth Great Again (MEGA) report’ show that the brewery is contributing to saving the planet by reducing, and eventually eliminating all operational carbon emissions. 

At the same time, the brewer also bought a 9,308-acre plot of land in the Scottish Highlands named the Lost Forest, as it looks to carry out one of the largest reforestation and peatland restoration projects. The brand has committed to planting 1.1m native trees to create a bio-diverse broadleaf woodland that will pull carbon from the atmosphere to help save the planet.

James Watt, Founder at BrewDog explains: “At BrewDog our mission has always been to make other people as passionate about great craft beer as we are. But that only works if we still have a planet to drink it on. That’s why we’ve also been just as doggedly committed to doing our bit to leave the planet in a better place than we found it. The unescapable, uncomfortable, and unrelenting reality is that our planet is getting hotter, and it’s humanity’s fault. Now is the time to act.”

He continues: “Beer For Your Grandchildren is all about doing things right today to protect future generations. We hope in 50 years we’ll still be around brewing beer for your grandchildren, as they deserve to enjoy this planet... and, of course, great beer too.”

BrewDog is also striving to bring down emissions at its bars by calculating their carbon footprints and working hard to set and smash ambitious carbon reduction targets. The brand aims to achieve this through initiatives such as offering at least 50% vegan and vegetarian options on its menus and sending zero waste to landfill.

By putting in place tangible actions and following science-informed targets, BrewDog aims to promote a healthier planet for the next generation. 

BrewDog previously faced controversy over its ‘Lost Forest’ campaign and changed its advertising on Amazon after it was flagged by the Guardian. The promotion linked larger sales to tree-planing in the Lost Forest. However, the brand doubled down on its commitment that the more beer it sells, the more it will invest in these schemes.