Labatt Announces Keith’s Green Initiative to Donate Money to Eco-Charities

TORONTO, ONLabatt Breweries has announced the launch of the Keith’s Green Initiative, a promotion based around their Alexander Keith’s brand line that will see up to $75,000 donated to Canadian ecological charity organizations.

From the press release:

By entering a PIN from specially-marked 24 IPA packs and 15-bottle mixer packs of Alexander Keith’s beer on Keith’s Facebook page, consumers can reveal a donation amount of between $0 and $1,000 to be donated to their choice of Waterkeepers Canada, Nature Canada, the NSLC Adopt-A-Stream or Trees Ontario and its national partners across the country. If a consumer doesn’t have a PIN, Keith’s will still donate $1 when the consumer becomes a fan and shares the Keith’s Green Initiative with friends on Facebook.

The release also notes that in 2010, Keith’s had an average recycling rate of 98% at it’s plants, and 99% of the spent grains from the beer-making process were passed on to local farmers for use as animal feed.

More details on the promotion can be found on the Keith’s Facebook page.

Social profiles