Scottish craft brewery BrewDog is continuing their global sustainability efforts as they launch their latest addition to the Irish market, LOST lager.
The brewer has described the new product as a “planet-first lager”, using 30% less water than normal, created from 100% wind power and surplus fresh bread to replace some of the malt, which forms the base of the beer.
LOST lager is the latest product added to the BrewDog range and follows the brewer's ethos of environmental sustainability.
As well as making the product itself carbon negative, BrewDog has also pledged to plant a tree in their LOST forest for every four-pack sold to continue the impact of the lager.
Alex Dullard, head of customer marketing, BrewDog, said “Sustainability is becoming a crucial priority to shoppers across both UK and Ireland, which is one of the reasons we decided to introduce LOST to the Irish market. Our research shows that despite 92 percent of people wanting to live a sustainable lifestyle, only 16 percent are actively changing behaviour. It is therefore the responsibility of brands like BrewDog to help consumers act more sustainably. We believe LOST Lager can help to not only grow the sustainable beer market in Ireland, but also encourage Irish consumers to put more consideration into their purchases. "
Dullard added the brewer is “looking forward to the reopening of our Dublin Outpost hopefully later this summer, which we feel will help us to further drive home our sustainability mission and current ethos to our Irish customer base.”
LOST lager will initially be available across all Tesco stores in Ireland from May 24th.
The launch of LOST lager follows an announcement last August that BrewDog was to become carbon negative with immediate effect with a £30m investment in sustainability initiatives.
As part of these initiatives, BrewDog has purchased 9,308 acres of Scottish Highlands, where it plans to plant three million trees over the next four years.
The land, known as The Lost Forest, will undergo one of the largest reforestation and peatland restoration projects the UK has ever seen.
As well as sequestering, carbon woodland creation also promotes biodiversity, natural flood attenuation, and drives rural economic development.
Other initiatives include the brewery and the UK bars being wind-powered, turning spent grain into green gas to power the brewery, and electrifying their vehicle fleet.
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