Enjoying beer with a double meaning | Every dose counts, 02/01/2022
Brewery Bierol and environmental organization Protect our Winters start recycling project with beer brewed together. They are supported by “Every dose counts”.
Schwoich/Innsbruck/Vienna (OTS) – What do a Tyrolean craft brewery and an international environmental organization have in common? They want to protect what they love – the mountains and nature. That’s why Bierol and Protect our Winters Austria (POW) have joined forces to promise the fight against waste pollution in our country with jointly brewed beer in cans and to set an example for correct recycling and the circular economy. They are supported by the recycling initiative “Every dose counts”.
“Cold Stoke” is the result of successful environmental protection cooperation and the first Austrian beer to set an example in this way. “Everybody can participate. Simply post a photo of the correct disposal of the empty can to the Instagram account after enjoying the beer @protectourwintersaustria Send it and you’re killing two birds with one stone,” says Hans Renauld, POW Team Head Innsbruck. Because every correctly disposed can contributes to high recycling rates and also brings in hard cash. Bierol donates exactly 50 cents per photo sent to the NGO, which is committed to responsible use of our mountains.
“We are not yet where we should be in Austria when it comes to environmental protection and the circular economy,” explains Christoph Bichler, head brewer and owner of Bierol, of his commitment, referring to current figures from Metal Packaging Europe, according to which the recycling rates for beverage cans in At 70 percent, Austria is still six percent below the European average. “If we want to protect our environment, we have to be more careful with resources and not leave packaging lying around in nature. we want to draw attention to this with our campaign.”
Recycling saves around 95 percent energy
The team did a lot of research to choose the right packaging for the new “Cold Stoke”: “When we decided to brew a good beer with a message for sustainable mountain sports together, the question of the right packaging quickly arose”, recalls POW’s Jennifer Lang. “We stand for sustainability in all facets, and recycling is of course part of it.” One-way bottles quickly turned out to be a less sustainable solution, and their reusable glass bottles are also not ideal for taking with you in mountain sports due to the risk of breakage. “We were left with the can and the more we began to research, the more we were positively surprised by its ecological balance.” Cans in Austria and in numerous countries worldwide are making an impact and creating awareness for the careful handling of recyclable materials such as aluminum. Compared to new production, recycling aluminum saves around 95 percent of the energy.
Christoph Bichler: “In many people’s minds, the can is still seen as environmentally harmful packaging for cheap beer. We want to do away with this cliché.” Also because the can not only scores because of the recycling aspect, but also keeps out light and oxygen and thus counteracts the aging of the beer. In short, beers taste fresher longer in the can than, for example, in the bottle.
mountain & beer
With tasty and sustainable beer brewed with regional hops from the Hallertau and home-grown barley, the way up the mountain is a bit easier. The dream of mountains and beer, without the risk of breakage and with a benefit for nature, is finally a reality with “Cold Stoke”. The beer is now available in the online shop of Bierol (www.bierol.at/shop), at the Bierwelt in Innsbruck and in the Tribaun, in Vienna at the Bierstore Wien and at other selected beverage retailers.
Further information:
Questions & contact:
Kathrin Stoiser, Ecker & Partner
k.stoiser@eup.at
+43 699 11547044