Brewdog is creating its own forest as it pledges to go 'carbon negative'
The brewer is planting a million trees in Scotland and has launched a typically provocative campaign
Aug 24, 2020
Craft beer brand Brewdog has announced it's going not only carbon neutral but "carbon negative" as it creates its own forest.
The brewer has vowed to plant over a million trees by 2022, having purchased two thousand acres of land in Scotland. This, says founder James Watt in a series of tweets, will mean it takes twice as much carbon out of the air as it emits, making it "carbon negative." The company worked with environmental consultant Mike Berners-Lee (brother of Sir Tim, in case you're wondering) on the project, details of which are available in a sustainability report.
The brewer is backing the move with a typically provocative campaign, including billboards with the message "F*** you C02" with the offending word blocked by a can of its Punk IPA. (Last year, a similarly eye-grabbing billboard for its alcohol-free beer was banned by the U.K.'s Advertising Standards Authority for using a truncated version of the the line "sober as a motherf***").
Its environmental stance follows series of moves by the brand focusing on social good; during the early days of the pandemic, it pivoted its distillery to make a million units of hand sanitizer. Brewdog has worked with London agency Uncommon on several of its campaigns; however, the agency confirmed it did not work with Brewdog on the forest project.