It has been another alarmingly atypical summer in the northern hemisphere. Record-breaking temperatures in the US, relentless deluges in the UK… Meanwhile Sydney has had long mid-winter runs in the 20s (Centigrade) and the whole of Australia is preparing for a spring-summer of “grassfires on a scale not experienced before”. The planet’s dis-ease is an emotive trigger. Many brands know that. Craft beer brand, Brewdog, has gone straight to the heart with its campaign in the UK. It has become Beer For Your Grandchildren. The attention-grabbing headline (is it really possible that the brand didn’t foresee that people would grab the line’s second meaning?) is running on billboards across London.

The campaign underlines the brand’s commitment to looking after the planet’s future. This includes buying 3767 hectares of the Scottish Highlands and undertaking one of the largest reforestation and peatland restoration projects in the UK. In 2020, BrewDog became the world’s first international beer business to become  fully certified carbon-negative beer and claims to remove more carbon from the air than it emits every year. It offers 50% plant-based options in its restaurants and sends zero waste to landfills.

Beer For Your Children was created in-house, with media by Craft Media.