Beer From Last Year’s Christmas Trees

Who:

The Hyatt Regency Amsterdam and local brewery Lowlander

How:

Lowlander collected as many trees as possible, stripped the spruce, and brewed them into a sustainable 5% white-style IPA.

Why:

The Hyatt GM realized that 2.5 million Christmas trees were sold in the Netherlands, most of which went to the dump. 

The hotel holds the highest possible sustainability assessment score.This project aligns with their corporate values.

The Good: 

Lowlander is partnering with the Adopt a Tree foundation and the Hyatt is donating 5 cents from each beer sold to grow sustainable, organic tree forest.

Fortune | How Last Year’s Christmas Trees Became This Year’s Seasonal Brew