Budweiser debuted a new packaging icon in March 2018 to showcase its commitment to sustainability. The new 100% Renewable Energy logo on Budweiser packaging is a way for the brand to tell consumers the beer is made in breweries powered by renewable energy.
(Read our earlier article here: “Budweiser adds new renewable energy logo to packaging.”)
Now, Ricardo Marques, vp of marketing for Budweiser, explains the drive behind the development and what the King of Beers plans for the logo’s future.
Why the focus on renewable energy as a measure of your sustainability progress?
Marques: As a leader in the category, we put a strong emphasis on the quality standards we set—from the quality of the beer we produce to the impact we make on the environment. Our commitment to quality extends to our electricity sources, which is why we’re partnering with Enel Green Power and their wind farm—Thunder Ranch.
Will this label appear on any other AB Inbev brands or just Budweiser?
Marques: The 100% Renewable Electricity symbol will appear on Budweiser labels in the U.S. for now. Our hope is that, by 2025, all Budweiser around the world will reflect this symbol as part of Anheuser-Busch’s commitment to purchase all of its electricity from renewable sources.
Where will the logo be placed on the package?
Marques: The 100% Renewable Electricity symbol is featured on the lower right hand corner of Budweiser cans, bottles and aluminums in the U.S.
Will the logo be on all packaging (primary [cans and bottles] and secondary [cartons and multipacks])?
Marques: The symbol is currently featured on all primary packaging and we expect secondary inclusion to roll-out in the coming months.
How many plants package Budweiser beer in the U.S.?
Marques: There are 12 Anheuser-Busch breweries in the U.S. and each of them brew America’s favorite lager, Budweiser.
Will the 100% Renewable Energy logo appear on Budweiser packages that aren’t produced in Thunder Ranch Wind Farm?
Marques: The symbol celebrates the renewable electricity we purchase and give back to the public grid—enough electricity to brew all of the Budweiser in the U.S. Our commitment to purchase all of our electricity from renewable sources is made possible through our partnership with Enel Green Power and their Thunder Ranch wind farm in Oklahoma.
Why is it important that the amount of renewable energy used be 100%?
Marques: By purchasing 100% of our electricity from renewable sources and giving it back to the public grid, we can replenish the electricity we use at our breweries to brew Budweiser.
Who designed the 100% Renewable Energy logo?
Marques: The 100% Renewable Electricity symbol was designed by the team at Jones Knowles Ritchie.
Has Budweiser / AB Inbev had an interest from other brands in using this logo?
Marques: Anheuser-Busch is committed to rolling out this symbol across additional products as part of our global sustainability goals for 2025, which include 100% of purchased electricity coming from renewable sources. To drive awareness of our renewable electricity goals we started with Budweiser in the U.S.
Will this logo even be available to competitive brands?
Marques: Our hope is that a 100% Renewable Electricity symbol goes beyond just Anheuser-Busch products and becomes a recognizable symbol that consumers look for moving forward.
What non-governmental organizations (NGOs) is Budweiser working with to spread the word about the new logo and why them?
What is Accenture’s involvement? What is this company doing?
Marques: We are working with Accenture who are providing a scalable model that we believe can be adopted by other brands and companies who want to use the 100% Renewable Electricity symbol.
Production efficiencies, ecommerce challenges, sustainability trends, new bioplastic technologies and more are among the topics on the agenda at the new Packaging Education Hub at EastPack 2018 (June 12-14; NYC). This free educational program will have more than 15 hours of can’t-miss presentations, demonstrations and hands-on activities. Register to attend for free today!