BrewDog has announced it is to start serving cans upcycled from other brands to reduce environmental impact as part of a six-point pledge.
In an update BrewDog said: “We recognise our contribution and the limitations of our industry. But change isn’t happening fast enough.”
As such, the ‘BrewDog Tomorrow’ initiative is centered around a six-point plan, which includes inviting anyone to trade in 50 empty beer cans from any brand with Brewdog reusing them to be refilled with its own craft beer.
Meanwhile, The BrewDog Tomorrow Fund will also 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 its crew members and shareholders.
James Watt, BrewDog co-founder, said: “It’s been a crazy journey so far. We’ve made it here by shaking up brewing and crafting a community owned business that is 100% powered by people. This marks a new dawn, welcome to the new BrewDog.
“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.”
He added: “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.”