Independent craft beer company BrewDog is inviting people to exchange empty beer cans for shares in the Scottish brewery as part of a new sustainable business initiative.
The scheme that went live on Tuesday (18 Feb) is available until April across Brewdog’s 52 UK bars. Here customers can earn a £25 share voucher in exchange for 50 branded empty beer cans.
The ‘Cans for Equity’ initiative will also be available at the company’s European bars from 25 February and aims to encourage more sustainable business practices through incentivised recycling.
Returned cans will be recycled in an effort to save energy, reduce CO2 emissions and divert the cans from landfill.
The ‘Brewdog Tomorrow’ scheme is also seeking to recycle waste beer by distilling it into vodka and encouraging home brewing.
Brewdog co-founder James Watt said, “Ever since BrewDog was founded in 2007, our business practices have always challenged the norm.
“Our groundbreaking Equity for Punks programme has been vital in helping us to accelerate our growth, and build a community of 130,000 passionate shareholders in the process.
FIFTY CANS = ONE BREWDOG SHARE
Introducing Cans For Equity, the first sustainability initiative from BrewDog Tomorrow.
From today you can swap in 50 empty BrewDog cans at any of our UK bars & get a share in our business in return.
— James Watt (@BrewDogJames) February 18, 2020
“The BrewDog beer in your fridge can now reward you twice – once when you open it, and again when you hand it back to us.”
Last month, the company ran a ‘one point one punk’ initiative, which rewarded referrals made to its equity scheme with a can of BrewDog Punk IPA for the referrer.
BrewDog was founded in 2007 by James Watt and Martin Dickie and has five breweries and 101 bars worldwide. The company has seen a gross revenue jump from £3m in 2010 to £171m in 2018.
The company also launched its first alcohol free bar in London last month to coincide with Dry January.