Mapper since:
April 21, 2022

By 2019, James’ commitment to sustainability had evolved into an integral part of the brand. BrewDog employed over 2,000 people at the time, operated 100 bars worldwide, and had over 130,000 Equity Punk shareholders. While amazing beer remained at the heart of everything James did, incorporating sustainability into this world was now a matter of when, not if. Thus, in 2020, BrewDog announced that they would become the world’s first carbon negative brewery – a significant step that would prompt the rest of the industry to commit to changing the way they do business. James collaborated closely with Mike Berners-Lee of Small World Consulting to calculate the business’s carbon emissions and identify opportunities to offset them through authentic reforestation programs, which included a 9,308-acre plot of land in Scotland.

Highlands and set out on one of the largest reforestation projects in the history of the United Kingdom. The beer world has shifted dramatically in the last 15 years. Beyond the liquid in your glass, the leading breweries are more than suppliers of a product. They are social commentators, active members of their communities, and beacons of excellence and change. James has been instrumental in these changes, demonstrating that beer can be a force for good.

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