Carlsberg Sweden, IVL Swedish Environmental Institute & New Carnegie Brewery: Pu:rest - a waste water beer

The IVL Swedish Environmental Research Institute partnered with Carlsberg to create a beer made from sewage water in a PR-driven campaign to raise awareness of water shortages and recycling solutions in Sweden.

Campaign details

Brand: Carlsberg Sweden, IVL Swedish Environmental Institute & New Carnegie BreweryAgency: BCW Stockholm

Summary

In a world threatened by water shortage there are techniques to transform sewage water into drinkable water, just as pure as the Swedish tap water. To challenge preconceptions and let people discover that sewage water can become our future thirst-quencher, IVL Swedish Environmental Institute, Nya Carnegiebryggeriet and Carlsberg developed PU:REST, Sweden's first beer brewed with purified sewage water. Word about the Swedish "sewage beer" spread globally. The purely PR driven campaign resulted in over 500 articles from more than 20 countries,...

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