Ichnusa is at the forefront of environmental protection. The "If It Has to End This Way, Don't Drink It" campaign returns for the third consecutive year. Throughout the summer of 2026, it will transform Sardinian ports, airports, and meeting places into an open-air museum, with a message of social and civic commitment embodied in nine murals created by island artists.
It all started in 2024 when the Assemini brewery responded with a direct and unfiltered message to the image of the iconic glass bottles abandoned here and there after consumption: better one less consumer than one more bottle in the environment.
The campaign, which bears the creative signature of LePub, has gradually been enriched with new initiatives and approaches to engage an ever-increasing number of people, such as the idea of collecting and cleaning empty bottles, then entrusting them to six Sardinian muralists, selected in collaboration with Urban Center, a Cagliari-based nonprofit organization that promotes art and innovation as a tool for creating change and generating improvement in local communities. The artists—Maurizio Brocca, Chiara Foddis, Marinetti, Teresa Podda, SARDOMUTO, and Stella Ziantoni—then decorated the bottles, transforming each into a work of art. They donated them to Legambiente Sardegna, which, in spring 2025, will hold an online auction to support initiatives promoting a culture of respect.
And this year too, with LePub as its creative partner, the brewery is relying on the talent of local artists, selecting the most popular graphics from last year's edition and transforming them into posters placed in the island's main transportation and social hubs—from the airports of Olbia, Alghero, and Cagliari to the port and nightlife areas—to raise awareness among those arriving or returning to the island and to remember that the pleasure of a beer with friends should end with a gesture of respect and love for Sardinia, even after consumption.
THE MURALS – The works were created by artists SARDOMUTO, Marinetti, and Stella Ziantoni, in collaboration with Urban Center. In the nine selected illustrations, nature rebelling comes to life through animals, iconic characters, and wild landscapes, demonstrating the beauty and fragility of the Sardinian landscape and the need to respect it, recognizing the importance and consequences of small gestures that can make a difference—for better or for worse.
THE SURVEY – According to a survey conducted by AstraRicerche for Ichnusa, one in four Italians admits to having discarded glass bottles in the environment at least once in their lifetime, while one in ten confesses to having done so recently. In this context, Ichnusa's campaign has been perceived as a catalyst for collective responsibility: nearly three in four Italians believe it can truly drive more responsible choices. For 87% of those interviewed, the campaign has prompted them to reflect on the importance of respecting the environment, while 83% say they now pay greater attention to proper glass disposal thanks to the brewery's message.
COLLECTION INITIATIVES – And like every year, the campaign continues locally with concrete actions to set a good example. Thanks to the ongoing collaboration between Ichnusa and Legambiente Sardegna, the cleanup days for beaches and iconic gathering places on the island are back, with staff from the historic Assemini brewery also involved in the field. The first two events, today and June 5th, coincide with AteneiKa, Cagliari's university festival, a popular venue for young people. Two more events will follow in June at Giorgino and Poetto, two iconic summer spots in Cagliari.
(Unioneonline)