An international survey reveals that beer drinkers are willing to pay more if it helps to ease the planet’s global warming crisis. Almost half of 3,500 respondents across seven countries said they would choose a more expensive but more sustainably produced beer over a less expensive rival that does more damage to the environment.
Despite the cost-of-living crisis, respondents said they would be prepared to pay up to 30% more for a "greener" pint produced in a way that reduces waste and water and energy consumption. The survey, conducted in the UK, U.S., Germany, Austria, Belgium, Japan and Singapore, found beer lovers are more aware of—and concerned about—the environmental impact of their pint than ever before.