After helping Fat Tire successfully launch the “Drink Sustainably” initiative, the next phase was to spur brand engagement. How do we invite both individuals and like-minded companies to engage and take climate action?

To do this, we launched Torched Earth Ale on Earth Day, a Fat Tire–branded beer brewed with smoke-tainted water, dandelions, and drought-resistant grains—the ingredients available to us in a climate-ravaged world. It was a PR effort sent out to major news outlets to spark engagement and served as a stark reminder of the climate crisis’ impacton beer lovers. Alongside this, Fat Tire rolled out a digital campaign called “Last Call for Climate,” encouraging beer drinkers to demand that brands adopt climate action plans with a 2030 net-zero emissions target. The campaign revealed that 70% of Fortune 500 companies lacked such plans and included a tool on the “Drink Sustainably” campaign website  for users to see which companies already have plans in place—and to call out those who don’t on social media.