Dive Brief:

• Patagonia Provisions, a division of Patagonia Inc., has partnered with Dogfish Head Craft Brewery to produce a more environmentally friendly pilsner, according to a press release.
• The pilsner is made with Kernza, a perennial grain which draws carbon out of the atmosphere and into the ground. The pilsner, known as Kernza Pils, is one of the most widely circulated Kernza-based beers on the market.
• The partnership builds on the legacy of environmentalism of both brands, while also touching on key passions for millennials: the environment and craft beer.

Dive Insight:

The partnership between Patagonia Provisions and Dogfish Head marries two millennial passions — the environment and craft beer — in a way that speaks authentically to young consumers. The beer comes in a can decorated in the instantly recognizable Patagonia branding, a mountain range set against a multicolored background, and will be available in select states in both can form and on tap.

Kernza was first developed in 2008 by the Land Institute in Salina, Kansas. Kernza isn't harvested annually, like most grains, but stays in the ground for years and develops roots up to 12 feet long, which helps to prevent soil erosion. The environment is a key issue for young consumers, with 73% of the Gen Z cohort saying they would pay for a sustainable product. An additional 54% said they would pay a more than 10% increase for sustainable products. Younger generations tend to be more socially conscious. The partnership between these two brands leans into that environmental ideal.

Both Patagonia and Dogfish Head have a legacy of environmental initiatives. Patagonia donates 1% of its income to various environmental initiatives and grants, along with refurbishing used gear and selling it at a discount to encourage recycling. Patagonia Provisions was established by the company in 2012, and is meant to provide sustainably sourced food and drinks at reasonable prices. Dogfish Head in 2020 introduced Re-Gen-Ale, a traceable-sourced beer meant to address climate change through agriculture.

In addition to the environmental bend, millennials enjoy craft beer at a high rate. Half of all millennials reported drinking craft beer, compared with 36% of the overall population. By 2018, millennials were the biggest purchases of craft beer, accounting for 34% of sales.