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Box 4: Green BeerIn March 2008 Foster’s Group launched ‘Cascade Green’, their fi rst 100% carbon offsetbeer. With Australian Government certifi cation, approved under the Greenhouse FriendlyProgram (GFP), the low-carbon offering is supported with recycle-friendly packagingprinted with vegetable based inks, with all claims underpinned by a proven sustainabilityrecord at Cascade Brewery.Priced in line with other products in their premium range, Foster’s undertook a series ofmarket research programs ahead of launching the beer to establish different purchasingdrivers for their potential market. They identifi ed three types of possible ‘green’ beerconsumers:» Literal buyers who are aware of the general notion, have heard of the terms but donot know what they mean. These are likely to show low interest and be laggards inpicking up green products.» Interpretative buyers have some level of understanding, are keen to do their bit andbecome informed, and lead in the uptake of green products.» Applied buyers have a more critical and analytical understanding and as opinionleaders, they actively integrate a green lifestyle.Although buying ‘green beer’ might be seen as a frivolous approach to the climatechallenge, the product is backed up by rigorous performance metrics and a commitmentthat is aligned with the organization. “The work completed to understand and reduce thecarbon footprint of Cascade Green is an important input into continuing our group effortsto reduce our global greenhouse gas emissions,” says Sustainability Manager ScottDelzoppo. Measurable targets for the journey include a detailed monitoring plan that willbe independently accredited. Net Balance Management Group carried out a life cycleanalysis accounting for the impact of the product “from hop through to recycle bin” forFoster’s Group and estimated that production of the beer requires some $150,000 worthof offsets annually, which they have purchased via the Hobart Landfi ll Flare Facility.Media played an important part in the successful uptake of the beer. Cascade Green’smedia strategy not only targeted consumer segments, but also engaged consumersby bringing the green message to life in novel ways: such as bike squads and ambientgarden pegs.What Assures Consumers on Climate Change – Australian Update 25