The BrewDog Lost Lager is a carbon-neutral libation being launched by the brand into convenience stores in the UK to help consumers think more mindfully about the products they purchase. The beer is crafted using a third-less water along with wind power and bread ingredients that would otherwise be wasted to help highlight the sustainability of the product. The beer will also see the brand planting a tree for every multipack sold.
Head of Customer Marketing at BrewDog Alex Dullard spoke on the new BrewDog Lost Lager saying, "Sustainability is becoming a crucial priority to shoppers. However, despite 92% of people wanting to live a sustainable lifestyle, only 16% are actively changing behaviour. It is therefore the responsibility of brands, like BrewDog, to help consumers act more sustainably. With 40% of the population drinking once a month or more and 70% more likely to purchase a beer made in a sustainable way there is the prospect that a sustainable beer offering will not only drive existing frequency but could also potentially grow overall penetration – this is a huge opportunity. We believe Lost Lager can help to not only grow the category, but also help consumers be more considered about their purchases. We also know that craft lager hugely over indexes with first time craft buyer, indicating that Lost Lager is the perfect introductory products to help customers broaden their craft beer repertoire."
Eco-Conscious Beer Launches
The BrewDog Lost Lager is Launching into Convenience Stores
Trend Themes
1. Sustainability in Alcoholic Beverages - The trend of creating environmentally-friendly alcoholic beverages presents an opportunity for companies to capture eco-conscious consumers and stand out in a crowded market.
2. Reduced Water Usage in Manufacturing - By reducing water usage in manufacturing, companies can not only cut costs, but also reduce their environmental footprint and increase appeal to eco-conscious consumers.
3. Waste Reduction in Food and Beverage - Reducing waste in food and beverage production through innovative ingredient sourcing and repurposing can create an opportunity for brands to appeal to sustainability-minded consumers and reduce costs.
Industry Implications
1. Craft Beer - Craft beer companies can capitalize on the trend towards sustainability by creating environmentally-friendly beers, using sustainable packaging, and highlighting their eco-friendly initiatives to appeal to consumers looking to make more mindful purchasing decisions.
2. Convenience Stores - Convenience stores can differentiate themselves from competitors by offering a wider selection of environmentally-friendly products, creating partnerships with eco-conscious brands, and educating their customers on the importance of sustainability.
3. Food and Beverage Manufacturing - Manufacturers in the food and beverage industry can reduce their environmental impact and appeal to consumers by implementing sustainable practices such as reducing waste, water usage, and utilizing renewable energy sources in their production processes.