The Ichnusa Brewery says no to the abandonment of glass and waste and takes action with the new awareness campaign "Our Commitment". To be inaugurated before the summer, it promotes cleaning actions on the island to safeguard the environment together with Legambiente Sardegna.
From May, the employees of the Assemini brewery will join the volunteers of the environmentalist association in ecological days which will involve seven locations of the Sardinian nightlife: Cagliari, Alghero, Quartu Sant'Elena, Olbia, Oristano, Sassari and Villasimius.
The initiative is based on data and studies by AstraRicerche. The reports reveal that two out of three Italians perceive bottles on the street as a serious priority and that it is mainly young people who litter. One in two people - again according to the numbers - believes that the abandonment of glass is a widespread fact, one in four confesses to having thrown at least one bottle on the ground in the last year. A lot of awareness but just as much superficiality. Sardinians feel the problem more: 68% collect glass, compared to a national average of 62%. Furthermore, 53% think that in the summer, with the arrival of tourists, the phenomenon is amplified.
«We are very proud of our product, which is precisely why we don't want to see it contribute to the degradation of the land we love – says Matteo Borrocci, director of the Ichnusa brewery –. The message of the new campaign is clear: if you treat our beer like this, we prefer that you don't drink it at all." Annalisa Colombu, president of Legambiente Sardegna , is also proud of the project: «Our objective is common to that of Ichnusa, that is to defend and pass on to the future a land that is still beautiful and intact».
The path to protect the territory promoted by Ichnusa began in 2018, involving brewery employees and local communities. "Our Pride" started in 2021, the initiative that aims to raise awareness of the beauty of Sardinia through the discovery of its most authentic places. And it will be operational from this summer. Two years ago the company announced a 73 million euro investment plan, in order to renew the brewery's commitment to the island and improve the Assemini plant.
