Beer consumption had noticeably declined in New Zealand, with global health trends impacting the carefree image of beer as something enjoyed after a hard day’s work. To appeal to environmentally and health-conscious consumers, DB Export, a New Zealand beer, created their own biofuel, Brewtroleum, made from beer brewing leftovers that they claimed had a better carbon footprint than petroleum. They launched a campaign urging people to drink beer “to save the world”.

Due to the campaign, 330,000 liters of Brewtroleum were made, which prevented 75,000 kilograms of additional carbon from entering the atmosphere. On top of that, DB Export saw a 10% increase in beer sales.