Fat Tire drinkers have an affinity for the outdoors, but connecting their cold beer to global warming is increasingly important, as hops, water, yeast, and barley, the ingredients for beer, become harder to grow and secure because of global warming.

The Challenge

Creating a memorable, enlightening campaign and initiative to educate consumers and lead with best practices in the industry, putting sustainability at the core of Fat Tire’s business.

The Idea:
Drink Sustainably.

A new tagline/signoff, “Drink Sustainably,” and website, DrinkSustainably.com, will be a hub for Fat Tire to share best practices and become an open-source platform for carbon neutrality in the beer industry. Fat Tire hopes to inspire consumers to vote with their dollars and lower their carbon footprint to create a more sustainable future.

A print, social, and retail concept rolled out on International Beer Day called “The Real Cost of Beer”, hiking prices of Fat Tire at like-minded retailers to a terrifying $100 for a six-pack (the projected 2070 price), engaging consumers with the repercussions of doing nothing about global warming now. This was supported by full-page ads featuring the headline “$100 for a Six-Pack? Get Used to It.” in The New York Times and buys on NPR, The Guardian, Facebook, and Twitter.