There’s no disputing that Canada makes great beer (even if baseball’s Bryce Howard famously doesn’t want to talk about it). Now long-time favorite Great White North brew, Molson Canadian, is literally making Black Spruce trees out of beer coasters that are actually thinly disguised seed bombs.
As reported by Treehugger, the seed-infused drink coasters are available in specially marked cases of Molson Canadian (which is now a division of the very American Coors) and come emblazoned with the tag line, “This Land is Awesome.”
The coasters are the latest salvo in Molson Canadian’s ongoing Red Leaf Project, a project launched last year with the goal of generating volunteers to help plant over 100,000 trees across Canada, among a host of environmental initiatives.
“I know that we make both positive and negative impacts on people and the earth. We call that “Our Beer Print” – just like a beer leaves a mark on the table or coaster, we leave our mark,” said Bart Alexander, the Chief Corporate Responsibility Officer for Molson on the company’s blog. “Much is positive – such as the good times we spend together over beers, the jobs we create, and the contributions we make to our communities. Some is negative – like alcohol abuse or discharges and accidents in our breweries. We are dedicated as a company and as a collection of people to do all we can to grow our positive beer print and shrink our negative beer print… just like we’re doing with the Molson Canadian Red Leaf Project.”
The project, which helped restore 10 public spaces across Canada last year, has multiplied that commitment tenfold in 2012, working with environmental charity Evergreen to host 100 greening projects before 2013. Incentives for volunteers include concert tickets to various music festivals and of course, a nice, cold beer.
"Evergreen is all about community engagement and celebrating Canada’s natural green spaces," said CEO Geoff Cape in a statement. "That’s why we’re so thrilled to be a part of the Molson Canadian Red Leaf Project again, which engages and inspires Canadians to make a positive difference in their local parks and neighborhoods."