Absolut greenwashing?

Vodka maker launches global cooling campaign 6

Absolut greenwashing?

In a partnership with Live Earth (yes, they're still doing stuff), Absolut Vodka has launched a Global Cooling campaign that "encourages consumers to reduce the effects of global warming by offering simple steps they can implement in their daily lives."

As part of the campaign, Absolut is sponsoring the Live Earth Film Series, a collection of short films that will make the rounds at various film festivals this year -- starting with Sundance this weekend.

Absolut will also be donating up to $500,000 to three charities -- the Environmental Media Association, The Ocean Foundation, and The Fruit Tree Planting Foundation -- when consumers redeem "cooling codes" from Absolut products. (Dunno about you, but that's about the last thing I'd be thinking about after downing a few shots.)

The vodka company is also touting its eco-efforts, which include carbon offsets, eco-friendly packaging and ingredients, and reduced water consumption.

I'm all for toasting green companies (especially booze-producing ones), but it's hard to tell how much of this is sincere and how much is jumping-on-the-trend. Just call me an Absolut skeptic.

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  1. Matthew Dillon Posted 10:37 am
    18 Jan 2008

    redeeming cool codesThe process you have to go through to redeem your cool codes is incredibly arduous. I might try it tonight after I've had a few and see if it is more user friendly under the influence.

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  2. Tasermons Partner Posted 2:04 pm
    18 Jan 2008

    I agree......the idea of codes is a bore.  Why not just donate the $500,000 directly?  I guess they figure that if not all the codes are redeemed they may not haveta donate as much.
    The rest of their efforts seem okay though.  At least they're drawin' attention to the issue.

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  3. caniscandida Posted 3:22 pm
    18 Jan 2008

    seagrass around coastal cities?I had never heard of The Ocean Foundation, nor of the issue of planting seagrass.  It sounds nifty enough, but is it really?  The selection of that charity, and the other two, does not seem altogether obvious.
    Anyway, yes, this is a kind of greenwashing, when we are encouraged to feel good about our greenward commitment by buying more and more product.
    On the other hand, so far as product goes, this one sure is cheery enough.

    Chickens are our cousins! So are fish! So are other sentient animals! Let us learn to be kind.

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  4. dumpsterfuel Posted 11:01 pm
    18 Jan 2008

    donations aren't from AbsolutAnother way to look at it, regardless of who they "give" the money to. Absolut is overcharging for their product. They take the extra money from their consumers, donate it to someone else and take the credit for it. They could just as well charge 25 cents less and let me decide who deserves the "donation".

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  5. amazingdrx Posted 4:27 am
    19 Jan 2008

    PatronageBuy greenwashed hedge funded booze?
    http://www.smh.com.au/news/business/swedens-for-sale--wit ...
    Or homegrown booze from Minnesota wheat farmers.  It's just as pricey, producing the same (sexual) status as Absolut. Same wheaty source.
    http://news.minnesota.publicradio.org/features/2003/09/19 ...

    http://amazngdrx.blogharbor.com/blog

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  6. mspalding Posted 8:15 am
    19 Jan 2008

    Absolut SeagrassHello I am the President of The Ocean Foundation http://www.oceanfdn.org.  We did due diligence on Absolut to determine how green they were before agreeing to a partnership with them.  We also negotiated a contract that confirms in writing that the $500,000 is for real and will be paid out according to the votes.  A downloadable PDF of frequently asked questions on our sequestering carbon through seagrass bed restoration is available at the bottom of our home page.  If you drink, please drink responsibly.  And, while you are at it, make a toast to Mother Ocean!

    Tell us what you want to do for the ocean. We will take care of the rest.

    Mark J. Spalding, President

    The Ocean Foundation

    http://www.oceanfdn.org

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