In response to the surging demand for climate-conscious beverages, Coles has tapped into creating a carbon-negative beer made with unsold bread from its supermarkets.
Lost Lager is a premium brew created in collaboration between Coles Liquor and Brewdog Australia – the Brisbane operation of the Scotland-based carbon-negative brewer.
Coles’ research reveals that one in two customers care deeply about the environment, and the majority want to do more, while 50 per cent say they have changed what they buy in response to the product’s packaging.
“This is not a fleeting consumer trend,” said Mia Lloyd, acting GMfor customer, trade planning, and insights at Coles Liquor. “It’s a force that our customers are driving, and we can already see support for brands that have moved early to embrace sustainable packaging, waste reduction, or renewable power.”
Ed Bott, CEO of Brewdog Au, said the company crafted the beer similar to a German pilsner to deliver a premium option for Australian lager lovers.
“It’s still in its infancy, but lager is the last bastion for craft beer, and we’re confident the fresh, uncomplicated style of this beer will prove hugely popular with customers who are seeking something more from their lager.”
The German-style pilsner is a 4.5 per cent lager brewed using wind power, a third less water, and using bread that would otherwise have gone to waste unsold.
According to the brewery, any emissions it is unable to avoid in production are “double offset” through tree planting initiatives around the globe. Locally, it will also donate the grains used in the brewing process to farmers as an alternative to feedstock.
“While we know we can’t save the world on our own, we’re proud that we’re doing our bit here in Australia and around the globe,” said Bott.
Lost Lager is available at First Choice Liquor Market stores at RRP $55 per carton in Victoria, NSW and Queensland and at RRP $58 per carton in SA, NT and WA.
