VB launches Solar Exchange program, trading beer for excess energy
VB has launched a ‘Solar Exchange’ program enabling customers to exchange their excess solar credit for its beer, with every $30 of energy earning consumers a slab delivered to their door.
The campaign, created by Clemenger BBDO Melbourne, is part of Asahi’s sustainability focus, which aims to have the company powered entirely by renewables by 2025. Carlton & United Breweries (CUB), the parent company of VB, was acquired last year by Asahi.
The campaign follows the 2019 announcement from VB that by the following year, all of its beer would be brewed using 100% offset solar power. Solar Exchange has been developed in a partnership with Australian five-star rated energy retailer Diamond Energy.
In 2018, CUB adopted renewable energy as the way forward, with the signing of a 12-year Power Purchase Agreement for 74,000 MWh per year of renewable energy from solar farm outside Mildura.
