# Intentionally Low-Quality Beers Torched Earth Ale Brings Awareness to the Climate Crisis By Laura McQuarrie | Published 2021-04-21 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/torched-earth-ale References: [foodandwine](https://www.foodandwine.com/news/fat-tire-torched-earth-climate-change-beer-new-belgium) & [drinksustainably](https://www.drinksustainably.com/) To mark Earth Day, Colorado-based brewery [New Belgium](https://www.trendhunter.com/trends/mountain-time-lager) Brewing created a new beer called Torched Earth Ale with intentionally awful additions to imagine the kind of ingredients that brewers may be forced to use in a dystopian future. Torched Earth Ale is a spinoff of the brewery's flagship Fat Tire (America's first [certified carbon-neutral beer](https://www.trendhunter.com/trends/carlsberg-sweden-and-einride)) and it is said to play with "some of the less-than-ideal ingredients that would be available and affordable to brewers in a climate-ravaged future without aggressive action now to confront the climate crisis." Touted as the beer of the climate-ravaged future, Torched Earth Ale features smoke-tainted water, [hardy grains like millet and buckwheat](https://www.trendhunter.com/trends/fonio-beer), plus shelf-stable extracts and dandelion weeds. With this beer, which isn't supposed to taste great, the brewery is calling for businesses to take action to support a brighter future with better beer in it. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 28% | Activity: 77% | Freshness: 10% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Why This Trend Is Growing - **Intentionally Low-quality Beers:** Embracing the use of less-than-ideal ingredients in beers to create unique experiences and bring awareness to issues such as climate change. - **Eco-friendly Brewing:** Investing in sustainable practices and ingredients to reduce the carbon footprint of beer manufacturing and appeal to eco-conscious consumers. - **Themed Beers:** Creating beers that are aligned with specific causes or cultural events to raise awareness and engage customers in a unique way. ### Industries Being Reshaped - **Brewing:** Reducing the environmental impact of beer manufacturing by investing in sustainable ingredients, eco-friendly practices and exploring the use of alternative brewing ingredients. - **Marketing and Advertising:** Developing innovative marketing strategies to engage customers with cause-related products and creating unique experiences that align with specific causes or cultural events. - **Sustainability:** Partnering with businesses and organizations that promote sustainable practices to raise awareness about the importance of taking action to address climate change and other issues. ## Related on Trend Hunter - [Sustainable Surplus Bread Beers](https://www.trendhunter.com/trends/toast-brewing-and-tiny-rebel.md) - [Regenerative Grain Lagers](https://www.trendhunter.com/trends/kernza-lager.md) - [Leftover Bread-Based Beers](https://www.trendhunter.com/trends/hop-foundry.md) - [Solar-Celebrating Summer Ales](https://www.trendhunter.com/trends/solar-summer-ale.md) - [Bread Surplus-Created Beers](https://www.trendhunter.com/trends/upcycling-food-trend.md) - [Ancient Grain Beers](https://www.trendhunter.com/trends/fonio-rising.md) - [Sustainable Solar-Powered Beers](https://www.trendhunter.com/trends/oakham-sun-city.md) - [Wildfire Relief-Supporting Beers](https://www.trendhunter.com/trends/pineapple-ipa.md) - [Coastal Charity-Supporting Beers](https://www.trendhunter.com/trends/lightbodied-ale.md)