Independent craft brewer BrewDog, has revealed the details of the first initiative from its sustainable business charter ‘BrewDog Tomorrow’, with Cans for Equity. The programme will see BrewDog exchange shares in its business for empty aluminium BrewDog beer cans, in a bid to encourage more sustainable business practices through incentivised recycling. Starting today, anyone can trade in 50 empty BrewDog cans in any European BrewDog bar to become an Equity Punk shareholder.
The initiative will be live until its latest round of crowdfunding closes in April.
Announced earlier this month, ‘BrewDog Tomorrow’ revealed a new visual identity for the brewer and a renewed purpose for the next chapter in its story. Comprising six different initiatives to encourage upcycling within the drinks industry, other arms of the campaign include, Once Beer Vodka, an initiative distilling imperfect beer into vodka and, DIY DOG, which encourages home brewing to reduce transport miles. The overarching aim of ‘BrewDog Tomorrow’ is to explore how the drinks industry can have a more positive impact on the planet.
- In a clarion call for turning waste into equity, BrewDog is inviting its customers to bring empty aluminium cans to their nearest BrewDog Bar. In exchange for 50 empty BrewDog cans, they will be given a voucher for a share in the Scottish brewery. Customers based in Ireland can trade in their empty beer cans at the brewer’s flagship Irish venue, BrewDog Dublin Outpost, located at Dublin’s stylish Docklands.
- With a community of over 130,000 Equity Punk shareholders worldwide, BrewDog has unveiled yet another way in which the people who drink their beer can be at the forefront of their company.
James Watt, Captain and Co-founder of BrewDog, said: “Ever since BrewDog was founded in 2007, our business practices have always challenged the norm. Our groundbreaking Equity for Punks programme has been vital in helping us to accelerate our growth and build a community of 130,000 passionate shareholders in the process. It’s time for it to evolve in line with ‘BrewDog Tomorrow’.
“The BrewDog beer in your fridge can now reward you twice – once when you open it, and again when you hand it back to us.”
For more information on Equity for Punks, visit www.brewdog.com.