AB InBev’s Budweiser beer is now brewed in Canada with 100% renewable energy, thanks to an agreement with electricity company Direct Energy.
The move takes AB InBev one step closer to its aim of brewing all Budweiser beer around the world with 100% renewable electricity by 2025.
Last December, the brewer revealed plans to achieve the sustainability landmark with the brand in the UK.
During this year’s Super Bowl, Budweiser aims to celebrate its commitment to clean electricity with its North American advert ‘wind never felt better’.
Budweiser is licensed and produced in Canada by AB InBev-owned Labatt Breweries of Canada.
Todd Allen, Labatt Breweries of Canada vice president of marketing, said: “Beer is intimately tied to the environment it comes from and brewing our beer relies on a healthy environment.
AB InBev has introduced a symbol on packaging that indicates when Budweiser is made using green energy.
“Through this initiative, we can make sure that every watt we use to brew Budweiser helps green Canada’s electricity grid and contributes to our long-term business sustainability.”
Darin Holst, Direct Energy senior director for Canada, said: “We are thrilled to grow our relationship with Budweiser Canada by delivering Renewable Energy Certificates to them in Canada.
“With significant expertise in designing customised renewable energy solutions for our customers, we are confident that the move to environmentally friendly sourcing will deliver on our shared renewable energy goals for Canadians.”
AB InBev has introduced a new symbol to encourage consumers to choose a beer brewed with 100% renewable electricity. Launched across Budweiser in the US last year, it is available for other businesses to use, in a move that the brewer hopes will help to shift consumer choice.
As part of its sustainability commitments, AB InBev will also aim to make 100% of its packaging from materials which can be recycled or made predominantly from recycled content by 2025.
