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.