Dive Brief:

• Budweiser this year is serving up a twist on St. Patrick's Day tradition for a marketing push centered on sustainability in the beer category, according to a press release.
• Rather than dying its own brews green as in years past, the AB InBev label will spotlight industry-wide "green" initiatives. Budweiser has pledged to dole out enough Renewable Energy Certificates (RECs) to cover the amount of electricity that the Beverage Industry Environmental Roundtable estimates is used to brew beer in the U.S. in one day.
• With many bars closed due to COVID-19 restrictions, Budweiser is using the unusual circumstances to offer a show of unity while forwarding energy commitments that are becoming a larger part of its business.

Dive Insight:

Budweiser hopes to set aside old rivalries this St. Patrick's Day by amplifying its efforts to make beer brewing more sustainable. Promotional materials for the campaign that riffs on "green" concepts feature brands from competitors like Molson Coors and The Boston Beer Company, owner of Samuel Adams. While Budweiser isn't partnering with other brands, it is calling on them to commit to renewable energy, a spokesperson said in emailed comments.

AB InBev's flagship brew is angling to get consumers involved by spotlighting a pledge to give away RECs roughly equivalent to the amount of electrical energy used in U.S. beer production in one day. Budweiser will also award a handful of randomly selected fans with a solar-powered cooler and case of "green" beer produced with 100% renewable electricity through a contest run on its Instagram, Facebook and Twitter channels, per details shared with Marketing Dive.

With the pandemic continuing to disrupt on-premise drinking occasions, Budweiser has steered more of its marketing investments toward purpose-driven work. The brand opted out of the Super Bowl for the first time in 37 years, redirecting those media dollars to support COVID-19 vaccine awareness. AB InBev still had a heavy advertising play at the big game, with spots for other brands like Michelob Ultra and Bud Light.

Budweiser in recent years has ramped up a focus on sustainability as issues like tackling climate change and renewables grow more important to consumers. Its 2019 Super Bowl spot, "Wind Never Felt Better," claimed Budweiser was the first AB InBev brand brewed with 100% renewable electricity derived from wind power.

With the St. Patrick's Day push, Budweiser is putting out a call for the category at large to pursue similar goals. The label has introduced what it calls a "Green Electricity Beer Bar" that asks the industry to commit to brew all beers in the U.S. with 100% renewable electricity by 2030. Budweiser said it will use the Green Electricity Beer Bar to share knowledge and resources, including unused RECs, with the rest of the industry.