GPY&R Brisbane have teamed up with Earth Hour to show lovers of the golden beverage how climate change will affect both the taste and price of beer.
Climate change will cause droughts, which will affect the main ingredients found in beer - barley, hops and water, meaning that the quality of the components of beer will drop.
In order to raise awareness, GPY&R Brisbane worked with leading craft brewers Willie The Boatman and Young Henry's to create Drought Draught - a poor quality beer made with drought-affected ingredients, allowing Australians to truly “taste the effects of climate change”.
“Aussies love their beer. So what better way to incite action than by showing it will affect something they hold dear?” said GPY&R Brisbane Creative Director, Brendan Greaney.
“Our aim is to turn beer drinkers into a political force to send a message to those who can make change happen.”
Reece Proudfoot, Earth Hour Community Engagement Manager, said: “This year’s Earth Hour was all about how climate change will affect farming and food production, Drought Draught was a great way to draw attention to this.”
Drought Draught was launched at a special ‘Save The Ales’ event in Sydney as part of this year’s Earth Hour activities and the company plans to roll it out nationwide in a series of taste-testing events leading up to the UN Paris Climate Conference in November.
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