Drink Beer And Save The Planet

Colenso BBDO has done the unthinkable - created a campaign that converts leftover beer into car fuel.

Together with Scoundrel, the team produced the campaign to promote the environmentally-friendly solution known as Brewtroleum.

Using DB Export (owned by the Heineken group), the solution was created by distilling the ethanol from the leftover beer slurry and mixing it with regular petroleum fuel. This process reduces harmful carbon emissions and is more economical to produce.

"Brewtroleum was just an idea the brewers here at DB Breweries came up with while enjoying a beer and thinking about ways to utilise our brewing by-products," says DB spokesman, Simon Smith.

This has then snowballed into the Ideas over Beers campaign.

"We produced DB Export Brewtroleum because we wanted to turn the implausible into something possible. The idea was sparked over a few beers, and it essentially represented the opportunity to take the natural by-product of the brewing process and turn it into something that can genuinely help the environment and New Zealand," Smith says.

In the next few months, more of these brilliant Ideas over Beers will emerge as DB Export encourages men to carry out the ideas they come up with while drinking.

With a tagline that states 'Every idea owes its existence to beer', there's no better excuse to hit the pub - you actually might contribute to saving the planet.

DB Export initally produced 300,000 litres of biofuel - expected to last six weeks. The Brewtroleum is currently available at 60 Gull Service Stations in New Zealand’s North Island and is the first time that it is commercially available to the public.