Back in 2015, DB Export (a brand under a subsidiary of Heineken in New Zealand) created Brewtroleum, a biofuel for petrol cars made from the remaining yeast after the brewing process. It was the first initiative of this ilk and was incredibly successful.
The company partnered with Gull petrol stations and saw Brewtroleum being offered for sale in all 60 Gull petrol stations across New Zealand. Consumers were encouraged to drink DB Export in order to keep up the supply of Brewtroleum. In addition, consumers were rewarded with a discount when purchasing the fuel. A win win for all, including the environment as the biofuel emitted 8% less carbon than traditional petrol.
This campaign was all part of DB Export's brand sustainability platform of 'Made by Doing'. And earlier this year, the brand are back with another clever sustainable initiative - Beer Bottle Sand. The brand have built a number of recycling machines that crush empty DB Export glass bottles and turn them into a sand substitute.
The aim of the campaign is to help save New Zealand's beaches. This will be done through supplying the sand substitute to construction companies, so that they don't have to take the sand away from the coastline. Simple really.
Not only is the campaign taken into the bars so that consumers can actually recycle their bottles in situ, there is also some clever advertising on the neck of the bottle to remind consumers to the benefit of recycling the bottle.
Such a clever idea, and one that rings true for the consumer as beaches are so fundamental to the New Zealand way of life and culture.