AL­MAZA RE­CY­CLES

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Build­ing on Le­banese pride and so­cial re­spon­si­bil­ity has al­ways been at the heart of Le­banon’s lo­cal beer, Al­maza’s activations and com­mu­ni­ca­tion top pri­or­i­ties. While the scale of the cur­rent garbage cri­sis scourg­ing Beirut is un­prece­dented, Al­maza de­cided in col­lab­o­ra­tion with GGRIL, to tackle two ba­sic se­vere prob­lems: the wastage of green glass openly dumped in na­ture and the crit­i­cal en­vi­ron­men­tal dis­as­ter. Con­fronting the prob­lem head on, used green Al­maza bot­tles have been gath­ered and sent to Khal­ife Broth­ers in Sarafand, one of the last glass blow­ers in Le­banon, to be crushed and re­cy­cled into re-us­able beer glasses. Mean­while a teaser has been posted on the brand Face­book page be­fore an­nounc­ing that new glasses are hit­ting the mar­ket and look-alike very much like the bot­tles. Th­ese glasses are now given to con­sumers as part of a na­tion-wide pro­mo­tion.

Mar­ket­ing Man­ager at Al­maza, as­serted her con­fi­dence that this project “will help in over­com­ing some part of the en­vi­ron­men­tal is­sues faced to­day” while she calls on all stake­hold­ers in the beer-making sec­tor, and out­side it to join us in the bat­tle.

Mayssam Badri,

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