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.”