'Green' beer gets even greener
A DRAUGHT version of Adnams' new carbon neutral beer East Green has gone on sale at a number of the Southwold company's pubs around the region. East Green, first launched in bottled form in April, in partnership with Tesco, is brewed in Adnams' newly refitted brewery which features an energy recovery system that recycles 100% of the steam created during the brewing process and uses it to heat 90% of the following brew.
A DRAUGHT version of Adnams' new carbon neutral beer East Green has gone on sale at a number of the Southwold company's pubs around the region.
East Green, first launched in bottled form in April, in partnership with Tesco, is brewed in Adnams' newly refitted brewery which features an energy recovery system that recycles 100% of the steam created during the brewing process and uses it to heat 90% of the following brew.
The beer is made with high-yielding barley, grown in Suffolk, which subsequently greatly minimises CO2 emissions from transportation, and Boadicea Hops which are naturally aphid-resistant and so reduce the use of pesticides.
Rob Flanagan, sales director at Adnams, said: “Following the successful launch of East Green in the bottle we were keen to make the beer available in pubs.
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“The reaction to this beer has been fantastic, with consumer demand exceeding all our expectations. This is undoubtedly our most successful beer launch to date.
“The draught version is even more environmentally efficient because it is packed in casks rather than bottles. We know that there is a growing demand for ethical products and we believe that our commitment to reducing our environmental impact and in particular, East Green is exactly what our customers are looking for.”
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He added: “We've reduced the carbon, but we certainly haven't compromised on the flavour. Light golden in colour with subtle citrus and grassy hop aromas, East Green is a beer with all the quality and taste that Adnams is famous for.”
To ensure carbon emissions were as low as possible, Adnams worked with the University of East Anglia's carbon reduction CRed team, throughout the development project.
Dr Simon Gerrard, manager of UEA's CRed programme, said: “CRed's independent expertise has enabled Adnams to understand the complex nature and range of carbon emissions arising from the production and distribution of East Green beer.
“The carbon lifecycle assessment from farm to delivery helps Adnams target key elements in the process and reduce the emissions of the overall product. As consumers become more carbon literate, so the requirement for authoritative and independent information becomes more important.”
Adnams' dedication to the environment has been reflected in number of awards including, in the past year, the National Business Award for Corporate Social Responsibility, the Carbon Trust Innovator of the Year title and the GoodCorporation Ethical Business Award.
The company is also a finalist in Business in the Community's Awards for Excellence, due to be announced in July.