In a move that will please aquatic life and environmentalists alike, Saltwater Brewery has introduced a six-pack ring that is not only safe for fish and other underwater creatures, but actually offers them a healthy food source.
This initiative, done in conjunction with advertising agency We Believers, involves using wheat and barley by-products from the brewing process that can be safely consumed by animal life and humans, too, should they feel inclined.
Says Gustavo Lauria, We Believers chief creative officer “Most plastic six-pack rings end up in our oceans and pose a serious threat to wildlife.
“Together with Saltwater Brewery, a small craft beer brand in Florida whose primary target is surfers, fishermen and people who love the sea, we decided to tackle the issue head on and make a statement for the whole beer industry to follow.”
Though an innovation in environmentally friendly packaging, Saltwater Brewery and We Believers faced significant challenges. Manufacturing six-pack rings that were edible, biodegradable and compostable, yet able to hold the weight of six twelve ounce cans. Further, the cost of producing the environmentally friendly six-pack rings for the smaller sized brewery resulted in increased production costs compared to traditional plastic six-pack rings. That said, Saltwater Brewing hopes that conscientious consumers will be willing to pay a little bit for more a forward thinking product that will cut down on the amount of plastic six-pack rings posing a threat to wildlife in our waterways.