Friday, July 26, 2024

Coles transforms unsold bread into carbon negative beer

Coles has launched an Australian-made, carbon negative beer made with unsold bread from the retailer’s supermarkets.

The packaging for Lost Lager, a collaboration between Coles Liquor and BrewDog Australia, is 99% plastic-free. Any emissions BrewDog is unable to avoid through the production process are ‘double offset’ through tree planting schemes around the world.

Coles Liquor Acting General Manager Customer, Trade Planning and Insights Mia Lloyd says customers frequently tell team members in Liquorland and First Choice Liquor Market stores that they want to support brands that are taking action on the environment.

“Lost Lager will be hugely popular with customers given the easy-drinking style of the beer and BrewDog’s commitment to the environment and climate change,” she says.

“This is not a fleeting consumer trend, 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.”

The brewer’s Australian CEO Ed Bott says the Lost Lager is a premium lager, similar in style to a German pilsner and created to deliver a craft option for Australian lager lovers.

“Lager accounts for 90% of beer consumed in Australia, and our Lost Lager connects with the premiumisation of this broad segment of the beer market,” he says.

Lager has been at the forefront of beer sales growth for years, according to Coles. With recent consumer demand shifting towards premium lager, hospitality venues and hotels have seen growing consumption.

As such, premium lager is one of the fastest-growing product segments in recent years, expanding at a compound annual growth rate of 4.5% from 2019 to 2025 (source: Vantage Market Research, provided by Coles).

“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,” says Mr Bott.

“We see how engaged our Australian customers are in relation to issues such as waste and emissions reduction and 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.”

Lost Lager is available at First Choice Liquor Market stores or select Liquorland stores.

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