Independent craft brewer, BrewDog has revealed the details of the first initiative from its sustainable business charter ‘BrewDog Tomorrow’, with Cans for Equity.
The scheme will see BrewDog exchange shares in its business for empty beer cans, in a bid to encourage more sustainable business practices through incentivised recycling.
The initiative will also be live in all European BrewDog bars from 25th February, and will run across the UK & Europe until its latest round of crowdfunding closes in April.
In exchange for 50 empty BrewDog cans, they will be given a voucher for a share in the Scottish brewery. The initiative will also be live in all European BrewDog bars from 25th February, and will run across the UK & Europe until its latest round of crowdfunding closes in April.
BrewDog is partnering with First Mile Recycling to return the aluminum to the packaging industry; saving energy, reducing CO2 emissions and diverting the cans from landfill where they can take 500 years to decompose. To alleviate this, the brewer is using its own Equity as a pioneering way to tackle the climate crisis
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.