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Drinkers would pay more for eco-friendly beers

23 May 2024 By Jessica Mason

The majority of drinkers are more likely to buy planet-friendly beers in bars and supermarkets, according to a global survey by Pall Corporation.

Beer drinkers are willing to pay more for their pint if it helps to ease the planet’s global warming crisis, according to data released in a survey, conducted by the water and waste reduction company.

Almost half of 3,500 respondents across seven countries said they would choose a more expensive, but more sustainably-produced beer over a less expensive rival that does more damage to the environment. Plus, despite the cost-of-living crisis, respondents said they would be prepared to pay up to 30% more for a “greener” pint produced in a way that reduces waste and water and energy consumption.

The survey findings also found beer lovers are more aware of – and concerned about – the environmental impact of their pint than ever before with almost two-thirds (61%) having admitted that the sustainability of their beer now directly affected their choices in pubs, bars and supermarkets.

Pall Corporation beer market manager Roland Pahl-Dobrick said: “Consumers are considering the environmental impact when deciding which beer to purchase. Consumers have an interest in the brewing process and understand that reducing waste, water and energy are vital for more sustainable brewing.”

Additionally, the survey looked at a variety of focus areas and found that 83% of respondents were trying to reduce their carbon and water footprint. On average, 80% believe that reducing waste is relevant to sustainable beer production, 76% cite a reduction in energy and 63% also note the importance of reducing water use. The survey findings revealed that the UK saw the highest recognition of these factors, with 85%, 82% and 71% respectively.

To reflect the consumer’s understanding of beer production and quality, the data highlighted how nearly 60% thought that filtration would play a part in a beer’s environmental impact and 75% said that they were interested in learning more about the brewing process, showing the sector is ready to be educated further about how beer is made.

Pahl-Dobrick explained: “Filtration plays a critical role in the brewing process. Traditionally, beer has been clarified and purified via a fossilised algae called diatomaceous earth, but this creates approximately 3kg of waste sludge for every 1kg used. This can amount to hundreds of tons of waste in large breweries and often ends up in landfill sites. It also typically uses a lot of water,” but, he added: “There are more sustainable options” and noted that some modern methods include “crossflow membrane filters which use less water and energy, generate far less waste and are more cost-effective to run”.

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