New Belgium
Insight
The Earth’s supply of freshwater, the most important ingredient in beer, is under threat due to climate change, as evidenced by the 3 largest wildfires in Colorado history during the second worst drought of the last 20 years.
Concept
Unless we can reverse the loss of fresh water due to climate change, we’re no longer going to be able to enjoy beer.
LAST CALL FOR BEER
Watch it disappear
As the Earth heats up, water goes away. And so does beer. On New Belgium’s new cans, as your beer warms, the words and graphics disappear.
Here for the beer
When severe weather strikes, New Belgium reacts. If it is over 100 degrees in Ft. Collins, New Belgium and their brewhouse will be closed to allow employees to go volunteer at river restoration projects. Similarly, when Larimer County is in a Severe Drought or worse, New Belgium and their brewhouse will be closed so that employees can voluntarily go install rain drains throughout Fort Collins to capture rainwater. New Belgium will also share their location and volunteer plan for the day, giving other people the opportunity to join them and earn beer.
You want me to drink pee?
Someday, our water supply is going to run out and heavily filtered liquids, like pee, are going to be our water source for beer. So, we’re giving a sneak peek of the future with this limited edition beer made from filtered pee. Does this sound disgusting? Then we better do something about climate change or else learn to enjoy Last Resort.
No beer left behind
We’re running out of water. Check out our TikTok to learn what you can do with those half-empty beers you were going to throw out, like watering your plants, washing your face, and polishing your pots and pans.
Get it delivered before it’s Gone
We’re putting ads on Drizly and hoping to never see the day when there will be no beer to deliver.
Art Director: Gunnar Renjard