db breweries — Beer brand transforms empty bottles into building materials

What is left in the hands of consumers once they’ve used your product? Find new ways to let them recycle it – and raise awareness of an important issue along the way. A powerful way of assuaging consumer guilt when it comes to engaging with you.

In February 2017, New Zealand-based DB Breweries launched an initiative to transform recycled beer bottles into a sand substitute. People can dispose of their empty bottles in the beer brand’s vending machines, which crush the glass to create DB Export Beer Bottle Sand. The aim of the project is to help conserve beaches around the world, many of which are retreating due to the high demand for sand in industries such as construction and pharmaceuticals.