Budweiser, distributed exclusively by Bulmers Ireland (C&C Group plc) in Ireland, has launched ‘Renew 100 Pubs’, a new sustainability initiative to help support Irish pubs in making the switch to renewable electricity. Over the next year, solar panels will be installed in one hundred pubs providing them with a 100% renewable electricity source.
This latest initiative reflects Budweiser’s ongoing commitment to sustainability and the brand’s long-standing ambition to create a brighter future for the planet. It follows the company’s announcement earlier this year that every bottle, can, and pint of Budweiser in Ireland is now brewed with 100% renewable electricity. With its very own wind turbine and two dedicated solar farms, Budweiser is proudly committed to investing in sustainable energy infrastructure.
Findings from a new study commissioned by Budweiser showed that meeting up with friends and enjoying the craic and energy of the local pub are among the top three things that people are looking forward to as COVID-19 restrictions in Ireland are eased. This is good news for the country’s pubs which have been closed for much of the past 18 months. The research also revealed that most adults surveyed (80%) are thinking ‘greener’ and have adopted more environmentally friendly behaviours since the first COVID-19 lockdown in March 2020.
To celebrate the ongoing reopening of pubs across the country and the launch of the initiative, a striking mural was unveiled at Dublin pub, Opium, the first pub to have solar panels installed. Created by renowned graffiti artist Shane Ha, it embodies the energy, connection, and social solidarity of Ireland’s unique pub culture.
A marketing campaign will be rolled out to support the initiative across PR and digital channels. A hero film has also been created to tell the story of the ambition and relevance of the initiative.
Budweiser marketing manager Jessie Landers stated, “the past 18 months have been tough on both the Irish pubs and the locals that love them. As the world’s biggest brewer, we have both the ability and the duty to support in a way that drives real change. Budweiser is on a mission to create a brighter future and by powering 100 Irish pubs with 100% renewable electricity, we aim to create beacons of sustainability in Irish communities. This initiative celebrates the reopening of Irish pubs and the joy of people reconnecting again.”
Director of brand marketing Bulmers Ireland Karl Donnelly stated, “the ethos and ambition of this initiative is hugely relevant, and it feels right that Budweiser, with its sustainability credentials, will support Irish On Trade in this way. Empowering 100 local pubs to make the switch to 100% renewable electricity in a way that harnesses and celebrates our unique Irish pub culture represents another important milestone for the brand in Ireland. Our initial and ongoing discussions with Publicans across the country have been very positive and we believe that together, we can build a more sustainable future for both the industry and the communities in which we are located.”
Opium general manager John Melia stated, “we are proud to be first venue in Ireland to partner with Budweiser as part of its ‘Renew 100 Pubs’ initiative. Sustainability is a focus for us as a business and is something that is becoming increasingly more important to our customers. As soon as we heard about this fantastic project, I knew I wanted to be a part of it.”
Source: Hospitality Ireland