Everyman’s Right Brewery in Finland has laid out plans to become the first carbon-negative brewer in the world and GlobalData says if successful, this process could widen beer’s consumer base and set a precedent for other brewers.

The process would see spent grains recycled to produce biogas which provides energy for future production, with excess biogas used to generate electricity or also used in transportation.

GlobalData’s Consumer Analyst, Ben Holmes, says the move could help craft brewers attract new consumers.

“The craft beer market is becoming ever more diluted and is now mainstream. Therefore, new companies need to find innovative ways to attract consumers with a significant brand story or a unique selling point that piques interest,” said Holmes.

“Even though it will take a while to see if the process will work, the attempt to innovate provides an indicator of how brewers are trying to attract consumers beyond branding and flavour.

He added: “Though great in theory, it can be quite hard to imagine that the method will be cost-effective when scaled up to larger production levels, especially given that it is in its inception. However, the brewery has stated that these plans are all in an effort to make the industry a lot more sustainable, especially with so many smaller firms opening their doors.”

According to GlobalData’s 2016 Q3 global consumer survey 35 per cent of global consumers say how environmentally friendly an alcoholic beverage is always or often influences product choice, so this initiative could have a big impact on how consumers choose their beers and in attracting new beer drinkers.

Holmes said: “If successful, the process involved will act as a great standard to the alcohol industry as a whole, while also being an outstanding innovation in the food and drink sector.

“Though it looks unlikely for a large-scale adoption in the near future, this should inspire more firms to go the same route due to the long term-term reduction in costs, especially for smaller businesses.”

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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