When an iconic global company makes a major renewables investment, it gives all of us a new conversation starter with customers.
If you haven’t heard already, Anheuser-Busch InBev (AB InBev) — the largest beer company in the world, whose brands include St. Pauli Girl, Stella Artois, Corona, Busch, and of course, the king of beers, Budweiser — recently announced a new solar power purchase agreement with BayWa r.e.
This trendsetting agreement locks in a decade of energy purchases for AB InBev operations to achieve 100% renewable sources in Western Europe, with BayWa r.e. solar facilities supplying more than 250 gigawatt hours of renewable electricity per year to 14 breweries across five countries by 2022. Once the milestone is reached, AB InBev plans to wear its renewables pledge proudly. Bottles of Bud made in Europe will have labels with a new symbol identifying it as a beer brewed with 100% renewable electricity.
“This symbol is about driving positive change in what people buy in their weekly shop, order at the bar or drink with friends,” says Jason Warner, AB InBev’s head of Europe. And this is just step one: AB InBev has eyes towards achieving 100% renewables purchases for all of its operations globally, including the United States.
Imagine that: a simple bottle of beer can now be a conversation starter about solar energy, because a company like Anheuser-Busch is encouraging consumers to choose renewables.
So, how can we take advantage of this opportunity?
Let’s take a look at three ways you might leverage this publicity for your own customer marketing and messaging:
Conversation Starters: “Did you know that Budweiser is going solar, too?” This simple ice breaker can help normalize the conversation on public attitudes towards renewables. Some contractors may still face negative perceptions regarding solar adoption in their community. But it can be comforting for customers to hear that a timeless brand like Anheuser-Busch has committed to renewables. Your sales team can remind homeowners and developers: If Budweiser can do it, they can too.
Wear Your Own Label Proudly: Budweiser will do it on their beer label. But how are you telling the story of your own commitment to renewable electricity? At BayWa r.e. and our global parent BayWa AG, we proudly explain why we take responsibility for sustainability on our websites. Explaining why your company cares about solar — beyond the dollars and cents — will make you a more genuine, trusted name with your customers.
The BayWa r.e. Connection: As a partner of BayWa r.e., your relationship with us goes both ways. Tell your customers that you buy quality equipment and get industry insights from one of the world leaders in renewable electricity development — that BayWa r.e. is a name trusted by Anheuser-Busch and other major corporations. Your own trusted name combined with BayWa r.e.’s global expertise makes your sales pitch even more competitive.
Will you be incorporating some of these marketing strategies into your company’s conversations and messaging? We want to know. Tell us your own success stories with customer dialogues by emailing our team at firstname.lastname@example.org and we’ll share them here. And remember to follow us online on LinkedIn and Twitter.