Marketing / sustainability idea of the week: BrewDog’s Buy One Get One Tree promotion

Leading global craft brewer BrewDog recently announced the launch of its Buy One Get One Tree initiative, aimed at planting one tree for every pack of beer sold throughout 2021, including its non-alcoholic lineup.

In partnership with the Eden Project, Buy One Get One Tree is a part of BrewDog’s wider sustainability program focused on native tree planting and ecosystem restoration. In 2020, BrewDog set the bar high, with an announcement that it was the first carbon negative international beer brand in the world. That announcement included plans to overhaul BrewDog’s approach to business operations, as well as changes to its brewing methods, energy supply and distribution network, all under the guidance of leading scientific advisor Professor Mike Berners-Lee from the University of Lancaster.

BrewDog’s sustainability efforts are made possible through Equity for Punks Tomorrow, the company’s unique crowdfunding platform.

“Buy One Get One Tree is the biggest sustainability project BrewDog has embarked on yet, with a goal to plant over one million trees throughout the year,” said James Watt, Co-founder and CEO of BrewDog. “This ground-breaking project is just the beginning, and BrewDog will continue to be the catalyst for change, putting the planet first and leading the way for businesses to make a positive impact on our planet.”

To have a tree planted on their behalf, customers must visit brewdog.com/tree and enter the code on the bottom of the can. Four, six and twelve-packs eligible for the Buy One Get One Tree promotion are available in store (find the closest one to you, here).