Published 2 years ago.
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On March 17, Budweiser will purchase renewable energy credits equivalent to the estimated electricity needed to brew every beer in the US in a single day.
For St. Patrick’s Day this year, with many bars across the US still closed
due to COVID
restrictions — thereby severely curtailing the usual green-beer-fueled
shenanigans around the holiday — Budweiser has decided to flip the
long-honored tradition on its head. Instead of using green food dye to turn beer
green, Budweiser is turning all of its beer “green” on March 17 by pledging
enough Renewable Energy Certificates (RECs) to cover the estimated
electricity used to brew beer in the US in one day* and build on its commitment
to building a “greener” future.
Budweiser’s St. Patrick’s Day campaign creative will feature many beer brands,
to represent the entire US beer industry. Celebrating the holiday this way emphasizes that all beer brewed in the US on this day
will be “green,” as a result of Budweiser’s decision to pledge enough RECs to
cover the estimated electricity used to brew every beer in the US for one day.
Even though many consumers still won’t be hitting the bar scene this St. Paddy’s
Day, they can still celebrate with “green” beer — knowing that Budweiser has
retired, or removed from circulation, enough RECs to cover the estimated
electricity used to brew every beer in the US for that day.
“Budweiser is brewed with 100 percent renewable electricity from wind power,
something we are very proud of, and inspired us to think differently about what
the definition of green beer truly means and how to celebrate St. Patrick’s Day
in a new way this year,” said Monica Rustgi, VP of Marketing at Budweiser.
“As one of the world’s biggest brands, we’re committed to reducing our
environmental impact, and through this campaign, we invite others to join us in
helping to change the beer industry to be a more sustainable one.”
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Budweiser is calling on other brands to join it in committing to the RE100
initiative, to ensure all US beer brands brew their
brews with 100 percent renewable electricity by 2030 — a goal Budweiser is
calling the “Green Electricity Beer Bar.” This call to action sets a higher
bar for the entire US beer industry on sustainability issues; and aims to move
us closer toward a future where every beer in every bar in America will
ultimately be brewed with renewable electricity — thus making all US bars ‘Green
Electricity Beer Bars.’
In Budweiser’s 2019 Super Bowl
“Wind Never Felt Better,” the company announced that it
was the first Anheuser-Busch brand to be brewed with 100 percent renewable
electricity from wind power.
Bud parent company Anheuser Busch is committed to protecting vastly improving its entire supply chain. In
addition to joining RE100, committing to securing 100 percent of its purchased
electricity from renewable sources by 2025, the brewing giant has set ambitious
focused on renewable electricity and carbon reduction, water stewardship, smart
and circular packaging.
*Based on electricity usage estimates from the Beverage Industry Environmental
Published Mar 15, 2021 11am EDT / 8am PDT / 3pm GMT / 4pm CET