XXXX has been announced as the first Australian beer brand to team up with The Great Barrier Reef Foundation.
The $1 million partnership will see XXXX establish a signature project to support the Foundation’s goal of restoring the health of Queensland’s waterways that flow to the Great Barrier Reef.
XXXX Brand Director Chris Allan says the partnership is contributing to the brand’s proud history of building the resilience and livelihoods of Queensland and its regional communities.
“We wholeheartedly believe that life is good when you give a XXXX, which is why we’re absolutely thrilled to announce this iconic partnership,” he says.
“XXXX has a proud history of giving back to Queensland, and we’re honoured that XXXX will help to protect and preserve one of our national treasures as part of this project.
“We’re committed to investing in the restoration and health of our waterways. It’s a cause we care about, and we recognise the need to protect the great outdoors and the places we love spending time.”
Great Barrier Reef Foundation Managing Director Anna Marsden says the Great Barrier Reef and XXXX are two true Queensland icons that both rely on clean, healthy water as their foundation.
“A healthy reef needs healthy water to survive, but too much runoff is flowing down waterways and onto the reef every year, posing a significant threat to its future,” she says. “That’s why we’re working hard to reach our target of reducing 463 kilotonnes – the equivalent of 37 million beer cases – of sediment a year flowing to our reef.
“By partnering with XXXX to protect Queensland’s waterways, we’re not only improving conditions for the reef’s precious corals, we’re also saving our endangered turtles and dugongs that feed on the seagrass beds that need clean water to thrive.”
Other sustainability efforts
2022 marks XXXX’s 144th year of brewing at its Queensland brewery.
The beer brand says it continues to build on its sustainability efforts. This includes its environmental “record” as a carbon neutral brewer committed to using 100% renewable electricity by 2025.
XXXX has also removed all plastic shrink wrap on cans and commits to removing them from bottles by the end of 2023.