Turning a beer brand into a renewable energy provider.
We won Silver in The Creative Business Transformation Lions by turning the most famous renewably brewed beer into a renewable energy provider.
The way we power our world has to change with energy supply accounting for 35% of global emissions. That’s why Budweiser committed to brewing 100% of its beers with renewable electricity by 2025. When it became clear we would achieve this goal ahead of schedule, we knew we needed to do more. How could we use our influence with a hospitality industry where up to 90% of the electricity still comes from non-renewable sources?
We needed to convince the managers of those venues to make the switch. Our research highlighted that these bars wanted to reduce their impact on the planet, but the renewable energy tariffs that were available to them were more expensive than their existing deals.
We knew that if bars could buy renewable energy at the scale of Budweiser than it would dramatically lower the cost, overcoming the key barrier to renewable electricity uptake and making the switch to renewable open to all.
Introducing The Budweiser Energy Collective. A new business model that leverages the scale of Budweiser to secure renewable energy at hugely discounted prices, before passing those savings onto our partners who help to drive the physical availability of our brand.
For the first time in our 146 year history, Budweiser isn’t just helping bars serve great tasting beer; we’re helping them run on greener electricity too.
Prevented 810,000 tons of carbon dioxide emissions, equivalent to removing 675,000 cars off the road.
$1.5m already saved in energy bills, with $30m of savings expected by 2025.
1.8bn media impressions, with 460m true impressions.
Creating a service for new parents struggling with the challenges of lockdown.