Coors Light Energy-Efficient Rooftop Ads Have Chilling Effect
Globally, 2021 was ranked the fifth warmest year on record since 1880, according to the European Union’s Copernicus Climate Change Service. Heat waves are more frequent, and in Miami, there have been more 90-degree days than ever before. Air conditioners are humming non-stop, utility bills are skyrocketing, and overall, it’s just hotter.
In response, Coors Light has debuted Chillboards, rooftop billboard installations proven to cool buildings down.
The minimally branded rooftop installations are located atop apartment buildings in Miami and painted with Mule-Hide Finish reflective white roof coating, a formula proven to reflect 85 percent of sunlight. On one rooftop tested, Coors Light discovered the ad lowered the surface temperature of the roof by as much as 50 degrees. View how it works in this short video.
“The science behind Chillboards is actually pretty simple, dark surfaces absorb sun rays, but specially formulated white coating reflects them, resulting in a cooler temperature,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “We realize not everyone will be able to paint their roofs white, but we hope to inspire Americans to make choices that reduce energy usage and puts a few dollars back in their pockets.”
The new rooftop Coors Light ads, which have different phrases such as, “Chillboards” and “Ads Nobody Can See, But Everyone Can Feel,” are written in the typeface “coolest,” designed to cover more than 95 percent of the surface space in reflective white paint.
“Simple and cost-friendly initiatives like Coors Light Chillboards can have a significant impact on the quality of life for renters and homeowners,” said Jane Gilbert, Miami-Dade chief heat officer. “If more communities started seeing the value of painting roofs white, we could cool down millions worldwide.”
In support of the energy-saving program, Coors Light is giving away 5,000 gallons of roof coating. For more information, visit www.Chillboards.com.
Coors Light worked with Creative Director Set Free Richardson and Street Artist Andulaz The Artist to produce the Chillboards.
In March, Coors Light spearheaded efforts for Molson Coors to move away from six-pack plastic rings by the end of 2025, a move that will eliminate 400,000 pounds of single-use plastic annually. Learn more about Coors Light sustainability agenda.
For more updates on the specialty food industry’s push toward sustainability and corporate responsibility, subscribe to Gourmet News.
New England Breweries Go ‘Green’ for Super Bowl
Super Bowl Sunday is one of the days that Americans consume the most beer – approximately 325 million gallons, which creates a lot of waste that gets sent to landfills or dumped down the drain. Vanguard Renewables in Massachusetts believes that waste is only waste if you waste it. Waste can be recycled and harnessed to make renewable energy.
“We work with some of New England’s top micro-breweries to recycle their waste – like the spent grains and liquids that are produced from the brewing process,” said Neil H. Smith, CEO of Vanguard Renewables. “The demand for beer on this singular weekend is not new; however, with many brewers choosing to be more sustainable, we provide them with the circular solution they need to recycle their waste. Instead of sending waste byproducts to landfills or incinerators, we help them recycle the material by capturing the methane they emit as they break down and turn that into renewable energy.”
The company has been working with breweries across the region to help Vanguard’s Farm Powered mission to turn food waste and dairy cow manure into renewable energy. The company provides a circular solution for these breweries – from farm to kettle to keg, and back to one of New England’s family farms to help create pipeline-quality renewable natural gas that goes on to power our farms, colleges, businesses, and towns across the region.
Noah Bogoff from Berkshire Brewing Company said: “Our family brewery is committed to sustainability, and recycling our waste to create renewable energy is one of the ways that we reach that goal. We are proud to be part of the Vanguard Renewables Farm Powered movement, so much so that we put the Farm Powered logo on every can we distribute. It’s an important way that we demonstrate to our customers that we are committed to doing our part.”
The waste from Vanguard’s partner breweries is collected and brought to one of their six anaerobic digestion facilities in Massachusetts and Vermont, where it’s then added to a state-of-the-art hydrolyzer before entering the anaerobic digestion process to create renewable energy. The waste supplied by brewery partners not only helps to produce renewable natural gas, but the byproducts of the anaerobic digestion process also make high-quality bedding for farm animals and a low-carbon and nearly odorless liquid fertilizer to use on their fields.
Nate Lanier, the Co-founder and Head Brewer of Tree House Brewing Company, said: “Working with Vanguard has enabled us to abide by our ethos of environmental responsibility while bringing a benefit to local farmers – it was a no-brainer for us to work with them. They are passionate about what they do, and it shows.”
Vanguard Renewables not only works with Tree House Brewing Company and Berkshire Brewing Company but also with Wachusett Brewing Company to take their organic waste. By collecting the brewer’s spent grains and other byproducts, Vanguard Renewables collaborates with their partners to help reduce their CO2 emissions and help keep the region’s family farmers in business.
Breweries are thinking more and more about what they can do to make a change to be sustainable, reduce their CO2 emissions, and dispose of their spent waste in a way that is good for the environment and keeps that waste out of our landfills and waterways.
Last spring, researchers at Virginia Polytechnic and State University submitted a research paper to the American Chemical Society that shed light on the growing need for beer companies to explore sustainability options. They shared their findings on separating beer waste into proteins for foods and fiber for biofuels.
The paper noted that due to the high demand for craft brewing in the U.S. market, there had been a significant increase in waste byproducts from breweries. They further shared that this waste comprises 85 percent spent grains, up to 30 percent protein, and up to 70 percent fiber.
“Craft breweries care deeply about their communities, environment and supporting our local farmers. Beer is an agricultural product. There’s no beer without farms. Anything that we can do to lessen waste, protect our planet and aid our farmers is a win-win,” says Katie Stinchon, executive director of the Mass Brewers Guild.
New England is no stranger to the craft beer industry, with small and large breweries opening up across the region. The Brewers Association For Small and Independent Craft Brewers noted that in 2020 there were nearly 700 craft breweries in operation in the New England region alone, and there are more still opening every year. That’s a lot of waste being created.
Smith continued: “Companies across all sectors are becoming motivated to move towards sustainable practices, and the commercial brewing industry is no different. It’s been exciting to see how local New England breweries are leading the way in recycling their organic waste and other materials as part of their long-range sustainability goals.”
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Great American Beer Festival Goes Virtual for 2020
The Great American Beer Festival® (GABF), the country’s preeminent beer festival and competition, will pivot its 2020 event, originally scheduled for September 24-26 at the Colorado Convention Center in Denver, to an immersive online experience October 16-17. This decision was further confirmed with the announcement on May 20, when Colorado Governor Jared Polis issued an Executive Order temporarily suspending certain statutes to allow the operation of alternate care sites in Colorado because of the presence of COVID-19, rendering GABF at the Colorado Convention Center infeasible.
“While we are disappointed to not be gathering in Denver this fall for the craft beer community’s annual big tent event, the health and safety of our attendees, brewers, volunteers, judges, and employees is and always has been our top priority,” said Bob Pease, President and Chief Executive Officer of the Brewers Association. “As the world is still greatly affected by the spread of COVID-19 and will continue to be affected for the foreseeable future, we must stay true to our priorities and pursue other ways to host GABF.”
The 39th Great American Beer Festival may look different, but beer lovers from around the country will have the opportunity to come together in new ways to celebrate the nation’s craft beer community. The spirit of the festival will live on through live and virtual experiences with beer lovers and breweries nationwide on October 16-17, 2020. The event is still in planning, but experiences will likely include beer tastings, conversations with brewers, local brewery activations, and at-home beer and food pairing deliveries.
The festival’s renowned professional beer competition will take place in 2020. A panel of more than 100 professional judges will assess the more than 7,000 expected entries to identify the three beers that best represent each style category. The GABF gold, silver, and bronze medals are recognized around the world as symbols of brewing excellence. Brewery registration opens on June 9. More information on the competition, style guidelines, and awards ceremony here.
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Over the past few months, the Brewers Association has worked tirelessly on behalf of its members and the larger brewing community to provide critical resources, as well as lobbying Congress both independently and with other hospitality and food industry groups, for relief. Following the cancellation of the Craft Brewers Conference® & BrewExpo America® and World Beer Cup™ in April, the Brewers Association offered five weeks of complimentary virtual, online seminars to interested participants. Furthermore, the Brewers Association’s COVID-19 Resource Center includes information on draught system shutdown, how to forecast cashflow, a checklist for safely reopening, and more.
More information about the 2020 GABF logistics, schedule, and ticket options will be released in the coming months. For the latest news, follow @BrewersAssoc on Twitter.