After a successful foray into the Canadian market last year, Coors Seltzer has pledged to double its environmental efforts this year to recover a total of 6.5 billion liters. The brand, which established itself as one of seltzer’s main hard seltzer products, will finance at least three new projects in the first half of 2022.
Coors Seltzer is working with Change the Course, an organization specializing in water restoration and conservation programs, to fund projects across Canada, including an effort to help an indigenous community facing water quality risks.
Many are unaware that 20% of the world’s freshwater flows into Canada from more than 8,500 rivers and 2 million lakes, and with Canada’s climate warming at twice the global average, the need to protect water systems is even greater.
“Water is an essential part of Canada’s DNA, and Coors Seltzer was launched with the goal of helping to protect our waterways,” says Ava Gladman, brand director for Coors Seltzer. “By the end of 2022, we will have committed to restoring another 4.5 billion liters of water, ensuring the protection of our water systems in turbulent times.”
Sara Hoversten, program manager for Change the Course adds, “Warming temperatures and other risks affecting water safety and quality have made stewardship measures in Canada more necessary than ever. By demonstrating great and meaningful engagement with local communities, Coors Seltzer has enabled projects that are helping to restore habitat, increase irrigation efficiency and capture and filter stormwater to improve the health of our lakes, rivers and waterways.”
Last year, Coors Seltzer and Change the Course collaborated on seven projects in five Canadian provinces: Hanceville fire reforestation to protect the Fraser River in British Columbia; habitat restoration to protect Mimico Creek in Ontario; wetland restoration to protect the Annapolis River; acid rain mitigation to protect the West River in Nova Scotia; water quality improvement efforts to protect the North Saskatchewan River in Alberta; wetland restoration to protect the Champlain River and St-Maurice River; and wetland restoration to protect the Ottawa River in Quebec.
