Make Earth Great Again: BrewDog’s new protest beer challenges leaders to prioritise Climate Change issues

01.11.2017

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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 prioritise Climate Change issues. First compelled to brew the beer by America’s decision to withdraw from Paris Accord, BrewDog’s incendiary new beer is to be served directly from a beer tap built into a life-size polar bear replica and contains ingredients sourced from areas most affected by global warming. All proceeds from Make Earth Great Again will be donated to 10:10, a charity lobbying for legislative changes to tackle climate change.

Watch the video here.

  • 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,
  • 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 bespoke beer font, built inside a life-size polar bear replica.
  • BrewDog has partnered with 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.
  • Craft beer fans can visit BrewDog’s bar in Shoreditch, London to buy a schooner of Make Earth Great Again poured from the polar bear’s mouth. Bottles of the beer are available to buy at BrewDog.com and across the brewery’s craft beer bars around the world.
  • BrewDog has also sent a case of Make Earth Great Again bottles to The White House, in an attempt to capture the attention of the President.

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 civilisation. 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.”

“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.”

“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.”

Alice Bell, director of communications at 10:10 Climate Action 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.”