BrewDog Sells ‘Net Zero’ Forest Amid Mounting Losses
Brewdog has sold an £8.8 million Scottish forest it acquired just five years ago as part of its Net Zero drive after mounting losses forced it to cut spending. The Telegraph has the story.
The site, a former grouse moor known as the Kinrara Estate, was acquired by the brewer in 2020 to help with its Net Zero credentials. At the time, the Scottish brewer had grand plans to plant millions of trees and turn it into Scotland’s “biggest ever” forest.
However the initial planting was a failure because the trees died and Brewdog had now sold the estate to rewilding outfit, Oxygen Conservation.
“The time is right to hand over the reins to an organisation that specialises in protecting and investing in natural capital,” Brewdog said.
Under then-chief executive James Watt, the company said the project would help it become the world’s first carbon negative beer brand and be funded partly by sales of its Lost Forest beer.
However Brewdog, which rose to prominence for its eye-catching stunts, was forced to retract many of the claims about the forest after unveiling the purchase to much fanfare.
These included admitting that the estate was actually 9,142 acres rather than over 12,000 acres as claimed and that the site would absorb much less CO2 annually than original expected.
The move signals Brewdog’s bid to revive its fortunes and focus on its main brewing business after a slide in sales.
The company’s latest accounts showed it posted a loss of £37 million last year, the fifth consecutive year of losses.
In August, BrewDog’s beers were also axed by almost 2,000 pubs across the country, cutting the distribution of the embattled brewer’s drinks by a third.
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Although I rarely bought or drunk BrewDog beer, I stopped completely when they went full on woke. I think it was something like a ‘transgender beer’ they launched, with money going to fund trans activism (I’m not sure on the detail)
Why these companies feel they need to go woke, I do not know. It *must* surely lose them money..?
Go Woke, Go Broke
FAFO.
That’s exactly what I did. It was something of a shame, as I really enjoyed Hazy Jane and Elvis Juice, but funding trans ideology was the end for me as a customer.
The Bud Light fiasco was not supposed to be taken as a business model.
Unable to locate my tiny, tiny violin. Oh well, another pair of twonks bite the dust LOL
Of course the trees died, because they planted them on moorland, too acidic to support trees. Moorland and bogs are themselves degraded habitats, and should be converted to GRASSLANDS, not planted with trees.
They’ve sold the land to the “Oxygen Conservation” company, which plans to take productive grasslands, pastures & hedgerows and cover them with trees.
“What’s wrong with that?”, you may well ask.
Because everything we have been told is a lie, including trees being “The Green Lungs of the Planet”, because all the oxygen that trees emit by day, they resorb back into themselves by night. Most trees are nothing but parasitic life forms upon the earth, blocking out the sunlight to stifle the growth of everything beneath them, and absorbing all the sunlight into themselves. The only trees worth planting are those that produce fruit or nuts, or those that are good for cutting down and building things, or burning as fuel.
It is GRASSLANDS on the land, and ALGAE in the sea, that produce the most oxygen, and do not resorb it back into themselves by night like trees do.
PLANT GRASSLANDS, NOT TREES.
A lot of grassland in the UK has been planted. With solar panels……….
That’s an excellent point, because some researchers have said that solar panels kill all the plants and wildlife beneath them, by blocking out the sun.
And when the panels get smashed by winds (or just people carelessly removing them in future), then the soil is contaminated by broken glass and the chemicals in the panels like cadmium. This means the land can never be used again for food production. But who cares about details?
“Brewdog had now sold the estate to rewilding outfit, Oxygen Conservation.”
Part of Oxygen House Group, losing £££millions every year, in receipt of government grants, involved with a load of wind farms, green scam a go go.
Since an area in excess of the area of the USA has “rewilded” itself, particularly in desert and arid regions because of increased atmospheric CO2, then there is no need to plant trees, which will just compete for the C02 plant-food with natural growth.
But hang on – a moor cannot be a forest. It’s a moor because low level vegetation can grow, trees don’t. This is why BrewDog’s venture failed.
A grouse moor with distinct natural characteristics and habitats for fauna and flora adapted to that ecosystem, trying to turn it to forest will destroy the ecosystem – gasp! – and upset the biodiversity – double gasp!
I though these were sacrosanct and must not be disturbed by ‘orrid Mankind – unless of course it’s virtue-signalling environmentalists and conservationists who have special dispensation from the eco-gods.
Woke Leftists are just thick morons, who knew!
Destroy a natural (rare) habitat, great idea. It failed, good! Protect the Moorland, support the biodiversity it provides.
I do enjoy a bit of ‘go woke, go broke.’
As my brother always puts it, “a triumph of marketing over substance.”
Oh no whatever will we do
I will axe them too
Four decades ago, wasn’t this called “Woganism”? In those days there were generous Government grants to those planting trees on Scottish moorland, so people like Wogan piled in to make easy money off the state (i.e. you and me).
What a waste of a good grouse moor.
The loss of jobs and management for a bunch of woo-woo.
I guarantee that land now supports less than half the bird numbers of other species than it did.
No wonder their alcohol free beer is good it’s also carbon neutral and probably vegan. Now where are my sandals?
‘Kill carbon’ what a stupid thing to say. CO2 is the critical rate limiting factor in photosynthesis. No CO2, no plant growth
Amazingly, it seems eco-warriors know nothing about ecology. Who knew?