Cascade "green" beer

From Landor Associates in Sydney:

"Through our continued involvement with the Cascade stable of beer brands, we came up with the concept of a green beer, a natural fit with Cascade's heritage, which is associated with the Tasmanian wilderness. A full day workshop was held at Melbourne Zoo (in theinterest of harnessing the energy and memory of the extinct Tasmanian Tiger, the brand'sicon) to develop a number of potential brand propositions for the new beer.


Bringing a "green" beer to market required an incredible level of commitment and responsibility from the Cascade Brewery. After first reducing the brewery's environmental footprint, the full lifecycle of the greenhouse gas emissions associated with Cascade Green – from the picking of the hops to putting it in the recycling bin—are offset, meaning the net impact of the emissions for the beer is reduced to zero. Cascade Green also went through the rigorous accreditation process required to achieve Australian Government Greenhouse Friendly™ certification through the Department of Climate Change. We also needed to be conscious about minimizing its carbon footprint where possible through our own involvement with the brand.



The project included brand strategy, naming, and tone of voice, through to packaging, point of sale, and merchandise design. When designing the packaging, the objective was to, where possible, minimize the carbon footprint. For instance two-color biodegradable vegetable inks were used in order to reduce the amount of ink applied, which also adds to the raw and natural design style of the packaging. And wherever possible materials were selected based on their recycled content, including the 100 percent recycled stock for use of the point of sale materials and cartons."

Comments

[Jenna]

This is a great idea. Unfortunately, if it gets shipped anywhere outside of Australia...the net impact will skyrocket. Shame.

Other countries need to follow in the vein of this.

[me]

what's the point of producing 1 range of 'green' beer for the trendy 'green' market when the rest of their range isn't....a contradiction. this is just a sales/image thing

[beer. packaging. desing.]

In fact this Brewery was founded in 1824, indeed the other beers are not green but one thing if for sure, if the consumers go for it the others will follow... There is nothing wrong about using good marketing to promote sustainable initiatives.