Carlsberg to make WWF donation per on-trade pint sold

Research carried out by Carlsberg to mark its partnership with WWF found four-in-five (80%) consumers are prepared to make lifestyle changes to protect the planet. 

As such, the beermaker will be working with on-trade partners to offer a donation to the WWF for every pint of Carlsberg Pilsner and Carlsberg Export served in their venues post-lockdown. 

The pledge forms part of a yearlong campaign to raise awareness among pub-goers, inspiring them to make small changes that make a big difference.

Can changing your beer help?

Prior to this latest campaign, which focuses on inspiring Brits to make small changes for the planet, Carlsberg and WWF worked behind the scenes to create Carlsberg’s Together Towards Zero programme, which includes carbon reduction targets to keep global warming below 1.5°C.

“We know people are excited to get back to their beloved local pubs so they can reunite with friends and families,” UK director of marketing at Carlsberg, Emma Sherwood-Smith, commented. 

“Our partnership with WWF will give pub-goers another reason to feel good about enjoying a cold pint in their local. We’re proud that our partnership helps create a better tomorrow for our planet and pubs. 

“As a brand we remain committed to encouraging positive change for our planet wherever possible and look forward to continuing to work with WWF to create a better future for all. 

“Can changing your beer help change our world for us all? Well, probably.” 

People ‘want to do their bit’ 

Research carried out by Carlsberg released ahead of Earth Hour on 27 March also revealed almost three quarters (71%) of Brits feel the pandemic has created a stronger community spirit through collective action with 86% saying their children and grandchildren are their motivation to make a difference.   

WWF executive director of advocacy and campaigns, Kate Norgrove, added: “We are in the midst of a climate and nature crisis, so we’re thrilled to have Carlsberg’s support in championing the actions we can all take to fight for our world. 

“The survey shows that many feel more connected to nature and want to do their bit for our planet. 

“Small actions like recycling and trying not to waste electricity at home have already become second nature to many of us, but there are also lots of perhaps more unexpected lifestyle changes that can have a big impact, from cutting down on meat and dairy to making sure our savings are invested responsibly.  

“Earth Hour this Saturday (27 March) is a great time to start making a difference for our world.” 

Surge in demand 

News of Carlsberg's pub pint pledge comes after its CEO stated that he is expecting a surge in demand​ this summer akin to that of the roaring twenties as more people are vaccinated and lockdowns lift.

Cees ‘t Hart told The Financial Times​ that although there was a “high uncertainty” about 2021 the world’s third-largest brewer expected a “normal summer” after a gradual reopening in the coming months. 

“If vaccinations come through, we’re pretty optimistic because we see people want to go out. In the 1920s, after Spanish Flu and [the] first world war, there was a dramatic surge and you saw things like jazz clubs and ballroom dancing,” he added.

“After Covid, there will be for sure some bright side in our kind of business.”