OnTap Magazine

ADVERTORIAL Mad Giant beers have removed the use of single use plastic in all of their packaging. Four packs are now packaged in handy carrier packs of recycla- ble cardboard and all labels are made of paper. This replaces the heavy reliance in the beer and beverage industry on single use plastic in shrinkwrapped four and six packs and the use of polypropylene labels on bottles. Mad Giant Founder and CEO Eben Uys feels strongly about the need for brands to be environmentally responsible in solutions of how to take their brands to market. “We have spent a lot of time developing the most cost effective but impactful paper based packaging solutions so that we can confidently say that whilst we are growing an entrepre- neurial business, we are doing what we can to limit our impact on the planet. As challenging as it has been, the commitment to ensure that we are plastic free from the cardboard shipping boxes to the best paper bottle labels is rewarding. We have provided the consumer with quality products that do not contribute to the current problem we face with plastic today.” Uys believes that beer drinkers do concern themselves about issues such as the high impact of single use plastic in their packaging. Researching beyond the images constantly broadcast on social media about the horrific impact of plastic in the ocean he cites statistics from Earthday.Org who claim the increase in plastic production stems largely from our reliance on plastic packaging which contributes up to 52% of plastics thrown away. 1 The new packaging in the craft range of beers (Urban Legend IPA, Killer Hop Pale Ale, The Guzzler Pilsner and the Electric Light Weiss) presented an opportunity to refresh the brand and increase the shelf impact of Mad Giant in-store. The four packs and bottle labels use dynamic illustrations to bring out each beers unique character and have a larger than life boldness that aligns with the true character of a Mad Giant. The premium Mad Giant Lager range presents a quieter, confident boldness of the Mad Giant brand. The distinc- tive branded glasses geared for consumption in restau- rants and bars (complete with a useful marker of when you should order a refill from the waiter) along with the elegant foiled bottle labels in the four pack promise a quality beer designed for more than ‘one glass’ sessions. Irrespective of what type of beer occasion you find yourself enjoying, Mad Giant not only has the perfect beer to fit the moment, it also provides some peace of mind that your enjoyment isn’t at the cost of the ocean. Visit www.madgiant.co.za for further details and to find out where you can buy Mad Giant beers. Mad Giant Brewery and Tasting Bar is located at 1 Fox St. Johannesburg and is open 7 days a week. Contact 011 492 0901 or email info@madgiant.co.za for reservations. MAD GIANT BEERS LAUNCH PLASTIC FREE PACKAGING IN A GINORMOUS SPRING CLEAN 1. https://www.statista.com/statistics /282732/global-production-of-plastics -since-1950/