BrewDog is just as famous for its marketing stunts as it is for its beers. The company’s latest is a little more targeted than what they’ve done in the past, though: a beer protesting the leader of the free world’s stance on climate change. In an effort to address the U.S. withdrawal from the Paris Climate Accord, the Scottish brewing company has launched a Make Earth Great Again beer. The beer’s debut is meant to bring climate change to the attention of world leaders, and 100 percent of the profits will be donated to 10:10, a charity that advocates for greater action to address climate change.
The beer is a saison with a 7.5 percent alcohol by volume. BrewDog brews Make Earth Great Again with ingredients from the places most affected by climate change, using water from melted Polar ice caps and cloudberries from the Arctic. To make an even bigger statement, the beer is fermented at a higher temperature than any of BrewDog’s other beers. To further highlight the struggle against climate change, the beer will be served out of a life-sized replica polar bear at BrewDog’s Shoreditch bar.
Although President Donald Trump doesn’t drink, BrewDog has sent a case of Make Earth Great Again to the White House in an effort to seize the president’s attention and protest his decision to withdraw from the Paris Climate Accord. If the message weren’t clear enough, the beer’s label also happens to feature a robot with a similar hairstyle to Trump’s fighting a polar bear. “A ballistic missile of a protest beer,” Make Earth Great Again is just the latest statement from BrewDog.