Bread to Beer

In a new bread-breaking first, Coles collaborates with Brewdog Australia to make carbon-negative all-Australian beer from unsold bread.

It’s called Lost Lager and is a premium brew created by the Brisbane operation of the Scottish carbon negative brewer.

With Lost Lager, they join some of the best-known beer brands in this space and tap into current consumer demand for craft lager and products taking action on climate change.

But it's not just the beer; the packaging is 99% plastic-free, and any emissions BrewDog can't avoid get offset by its 'double offset' global tree planting scheme.

BrewDog invests in several significant reforestation projects, including the only emission reduction project in Australia to be certified under the prestigious Gold Standard accreditation Yarra Yarra Biodiversity Corridor in Western Australia.

The brewery also donates the grain used in the brewing process to Australian farmers as an alternative feedstock, while internationally, they are owners of over 9000 acres of Scottish highlands, home of a reforestation and peatland restoration project to sequester carbon.

Coles reveals 50% of its customers are concerned about the environment and have changed their buying behaviour as a response.

Acting General Manager Customer, Trade Planning and Insights for Coles Liquor, Mia Lloyd, said, “This is not a fleeting consumer trend, it’s a force that our customers are driving, and we can already see support for brands that have moved early to embrace sustainable packaging, waste reduction or renewable power.”

Based on customer feedback, Coles is confident Lost Lager will be a great success not just because of its sustainable credentials but because it is an easy-drinking lager.

Lager has been at the forefront of beer sales growth for years, and premium lager is one of the fastest-growing segments, with on-premise, in particular, experiencing growing consumption.

Advantage Market research reported in May 2022, that premium lager is one of the fastest-growing product segments in recent years, expanding at a compound annual growth rate of 4.5% from 2019 to 2025.

Brewdog’s Australian CEO Ed Bott said the Lost Lager was a premium lager, similar in style to a German pilsner and created to deliver a craft option for Australian lager lovers.

“Lager accounts for 90% of beer consumed in Australia, and our Lost Lager connects with the premiumisation of this broad segment of the beer market,” Mr Bott said.

Lost Lager is available in four-pack and carton at First Choice Liquor stores and select Liquorland stores and online.