and Chill

From the department of like us cause of causes and not our actual product comes…

Coors Light’s new ad campaign, “Chillboards”. Debuting in Miami it is a  rooftop billboard shown to decrease temperatures in Florida apartments. The “chillboard” is painted with a white roof coating that can reflect 85% of sunlight, but don’t talk to much science or DeSantis will outlaw it.

Is this cool, yes. Does it move the climate change needle, maybe a little. Is it just marketing? Certainly. Maybe they could team up with their family of breweries to paint the roofs of their brewing plants.

Greener 2021?

President-Elect Biden has appointed people who actually want to combat climate change to positions in his upcoming government and though radical change is probably not in the cards, being at the table is a much better spot.

All prelude to a new beer from Anderson Valley that takes a bold spot on the spectrum…

…an industry whose main ingredients are agricultural probably should be fighting in this arena and I applaud AVBC for taking a stand even if on a label.

Climate Change

I honestly cannot tell you if the world will last for my full lifetime. What I do know is that the vast majority of people on this planet are just trying to make it through the day. And that is the devil in the details.

Everyone knows that the governments and major corporations (one and the same?) out there would core out this planet to get re-elected or meet their 4th quarter projections. They deny climate change so vociferously that you know that they believe it, but don’t give a toss.

So we nibble at the edges, we (I) recycle, we (I) buy organic sometimes, we (I) drive hybrid cars but until there is an actual concerted effort from the people that can do something, can alter events it is just buying time, time that is probably, wasted at this point unless you know someone with a spaceship and a course plotted.

And soon, this planet will accelerate the rejection of the people on the surface. My beloved malts and hops will start to fail, the water will become either scarce or polluted but at least that means less bottles and cans to recycle, right.

Doom and gloom. Yes, afraid so. I don’t think we as a people combined want to move this large boat around. I don’t think the U.S. Government, even at it’s most ecological would make a dent. So we argue and dispute facts, the modern day fiddle to play as the world burns.

I’m not asking people to quit their job and start protesting, the current Drumpf in office would probably think you are cheering him because he is that far gone. Just ramp up your treatment of the world as far as you can, tell your friends to do the same. Maybe a groundswell will happen. Maybe buying a few more years can happen.

Because if the ground and water is fucked then no more beer.