# Beer Sustainability Commercials Tennent's Lager Debuts the 'Because Life is Bigger Than Beer' Ad By Grace Mahas | Published 2019-10-29 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/bigger-than-beer References: [thedrum](https://www.thedrum.com/creative-works/project/madebrave-tennents-lager-because-life-bigger-beer) & [tennents](https://tennents.co.uk/?sgsgsg) In the wake of climate change and consumers' desire to purchase [sustainable products](https://www.trendhunter.com/trends/environmental-sustainability), Tennent's Lager -- a [Scottish beer company](https://www.trendhunter.com/trends/summer-beer-range) -- launched the 'Because Life is Bigger Than Beer' campaign that highlights the brand's commitment to sustainability. Through the view of a local at a pub who gets whisked away to various locations, the commercial educates viewers on the company's eco-friendly production practices, including only using locally sourced ingredients and water. Additionally, the beer brand announced its goal of being carbon neutral by 2025 -- saving the equivalent of over 270,000 flights to London from Scottland each year in CO2 admissions -- and to [stop using single-use plastics](https://www.trendhunter.com/trends/beer-biocup) by 2021 -- saving the equivalent of 150 tonnes of plastic each year. It concludes by reminding viewers that "life is bigger than beer" and sustainability should be a top priority. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 19% | Activity: 64% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What Makes This Trend Stand Out - **Climate Change Awareness:** Opportunity for businesses to create campaigns and initiatives that raise awareness about climate change and promote sustainable practices. - **Local Sourcing and Production:** Potential for companies to emphasize the use of locally sourced ingredients and production practices to reduce carbon footprint and support local economies. - **Carbon Neutrality and Plastic Reduction Goals:** Emerging trend of setting ambitious goals to achieve carbon neutrality and reduce or eliminate the use of single-use plastics, creating opportunities for innovation and sustainable solutions. ### Sectors Adopting This - **Beverage Industry:** Incorporating sustainable practices and promoting climate change awareness within the beverage industry as consumers increasingly prioritize eco-friendly products. - **Advertising and Marketing Industry:** Launching campaigns and initiatives that raise awareness about climate change and promote sustainable practices, providing businesses with creative opportunities to convey their eco-friendly values. - **Environmental Solutions Industry:** Creating innovative solutions to help businesses achieve their carbon neutrality and plastic reduction goals, thereby contributing to a sustainable and eco-friendly future. ## Related on Trend Hunter - [Energy-Saving Beer Campaigns](https://www.trendhunter.com/trends/ad-that-saves-energy.md) - [Eco-Friendly Pub Guides](https://www.trendhunter.com/trends/green-pub-guide.md) - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Sustainable Surplus Bread Beers](https://www.trendhunter.com/trends/toast-brewing-and-tiny-rebel.md) - [Low-Emissions Alcohol-Free Beers](https://www.trendhunter.com/trends/carlsberg-sweden-and-einride.md) - [Sustainable Beer Brand Partnerships](https://www.trendhunter.com/trends/environmental-sustainability.md) - [Eco-Conscious Scotch Packaging](https://www.trendhunter.com/trends/laphroaig-packaging.md) - [Compostable Single-Use Beer Cups](https://www.trendhunter.com/trends/beer-biocup.md) - [Ethical Tea Commercial Campaigns](https://www.trendhunter.com/trends/clipper-teas-2.md)