Anheuser-Busch InBev’s commitment to sustainability is central on its website, and now it’s evident on its bottles and cans, starring with its flagship U.S. brand, Budweiser.
At the World Economic Forum in Davos on Wednesday, AB InBev revealed a “renewable electricity” symbol coming to the King of Beers—and to other brands, as AB InBev is distributing the symbol to any company that meets the criteria and wants to use it.
Budweiser is committed to brewing all of its beers around the world with 100% renewable electricity by 2025, in line with parent company AB InBev’s commitment to source all purchased energy from renewable sources.
The symbol will soon appear on the label of every Budweiser brewed in the U.S.—the first country where the beer will be brewed using 100% renewable energy. The brand’s U.S. operations use electricity sourced from the Thunder Ranch Wind Farm in Oklahoma, which is powered by Enel Green Power.
The label will roll out to additional markets as they reach 100% renewable electricity in their Budweiser brewing operations. Its black and white design, with no references to Budweiser or AB InBev, makes it work for any other brand that wants to show its 100% renewable status.
Budweiser unveiled the symbol at an event at the World Economic Forum, inviting others to adopt the symbol and celebrate renewable electricity use as a way to tackle climate change.
NGO partners supporting the effort including The Climate Group and RE100, a group of more than 100 global companies (including Apple, IKEA and Coca-Cola) committed to to use renewable power to combat pollution and climate change under the Paris accord.
Committed to a building a brighter future, Budweiser is using its iconic brand to play a role in driving meaningful change on a global scale. One of Interbrand’s Best Global Brands (up 2% on the 2017 ranking), 41 million Budweisers are sold on average every day around the world. The company estimates that switching to renewable electricity in its local brewing operations will be equivalent to taking 48,000 cars off the road every year.
Last March, AB InBev committed to obtain 100 percent of purchased electricity for brewing from renewables by 2025. It expects to reach a rate of 31 percent this year.
The world’s biggest brewer is still focused on maintaining that status and growing its brands around the world—including helping Budweiser regain market share after slipping to America’s #4 beer brand—but it’s also using its global platform to communicate that it’s a responsible corporate citizen.
“We know that climate change is an important issue for consumers, but they aren’t sure how their everyday actions can make a difference,” stated Brian Perkins, Budweiser’s Global VP of Marketing. “The renewable electricity symbol can show consumers that their purchasing choices can have a positive impact.”
“What’s interesting and different about this is it’s a consumer-facing symbol on the packaging, so when people are getting together for beers all over the world, they’re going to know those beers were brewed with 100% renewable electricity,” Perkins tells Fast Company. “That, to me, is a seismic shift because then we’re going to have everyday people talking about it and talking about the issue.”
Budweiser is working alongside a number of NGOs and with Accenture to develop a process and guidelines to encourage other brands to adopt the symbol.
“To brew the perfect beer we need the highest quality natural ingredients,” said AB InBev Chief Sustainability Officer Tony Milikin. “This is why we’re working to ensure a thriving, sustainable environment for the next 100 years and beyond.” Milikin told Reuters that the logo aims to instill “confidence” that the brand is doing its part to protect the environment.
AB InBev has been outspoken on the issue of climate change Last year, CEO Carlos Brito told USA Today that “Climate change has profound implications for our company and for the communities where we live and work.”
“Cutting back on fossil fuels is good for the environment and good for business, and we are committed to helping drive positive change,” he added. “We have the opportunity to play a leading role in the battle against climate change by purchasing energy in a more sustainable way.”