Fast-growing craft brewer BrewDog has unveiled a new visual identity and host of sustainability initiatives.
As it moves into its 13th year of trading, the company is rolling out new cans featuring a shield design and a smaller version of the brewer’s signature dog logo, bright colouring, and the words ‘brewed in Ellon’ in reference to its site in Aberdeenshire.
Meanwhile, its ‘BrewDog Tomorrow’ plan includes a series of actions that aim to ensure “we have a planet to make beer for in the future”.
The six-point sustainability plan includes offering people a stake in the company via its BrewDog Equity Punk scheme by trading in 50 empty beer cans. The company is also pledging an “upcycling revolution” with old cans from any brands being refilled with craft beer. Any waste beer will be distilled into Vodka.
Meanwhile, a BrewDog Tomorrow Fund will invest an additional £1m a year to support research and initiatives that “help the brewing industry to have a positive impact on the world as well as charitable initiatives chosen by their crewmembers and shareholders”.
James Watt, BrewDog Co-Founder, commented: “BrewDog may have grown up a bit, but our underdog spirit is as alive as ever. We want to make sure that we’re working to inspire a new kind of business, with sustainability at its core.
“Real change takes time. But just because change doesn’t happen overnight, doesn’t mean it can’t – if not now when? BrewDog Tomorrow is our commitment to continuously raising the bar and setting a new standard for beer and business.”
