Coors Seltzer Supports Water Replenishment with New Acre Project

EDMONTON, AB, March 22, 2022 — New Acre Project, an initiative delivered by ALUS that supports purpose-driven organizations to fund grassroots environmental stewardship projects, announces new funding from BEF (formerly, the Bonneville Environmental Foundation). The funding will support 100 New Acre™ project acres in Alberta, Canada, powered in part by Coors Seltzer’s mission to help protect and restore Canada’s waters.

Through this partnership, more than 750,000 cubic metres of water will be retained on private land in the project area over five years. On-land water retention protects ecosystems and communities, creating resilience to flood and drought and supports agricultural outcomes on the farm and ranch lands. Landowners and operators implement and maintain these nature-based solutions to answer the most pressing environmental challenges.

“Helping protect Canada’s waters is a responsibility that sits with all Canadians, and Coors Seltzer has a mission to do exactly that with each 12-pack helping to restore 1,000 litres of Canada’s waters,” says Ava Gladman, brand manager for Coors Seltzer. “New Acre Project is doing important work that we’re honoured to support in the province of Alberta.”

This funding will contribute to projects that help retain water: wetland restoration, grassland buffers and riparian fencing, among them. These nature-based solutions are critical to climate change adaptation and mitigation, as well as to addressing the biodiversity crisis.

Using cutting-edge data and monitoring technologies, New Acre Project provides quantified environmental impacts on a per-acre basis from the projects supported by its partners. For organizations like Coors Seltzer, this means creating end-to-end value in its supply chain for both suppliers and consumers, while contributing to global objectives on nature and environment.

“New Acre Project enables corporations to leverage nature-based solutions to advance water stewardship goals and local engagement,” says Katherine Balpataky, Senior Director of Corporate Partnerships, New Acre Project. “Water replenishment is an important outcome that — with funders like Coors Seltzer — we can help maintain and grow.”

Moreover, each New Acre Project’s initiative delivers numerous benefits for communities and the environment, such as habitat for wildlife and pollinators, improved water quality and watershed health. Each acre funded by New Acre Project partners supports a culture of stewardship among farmers and ranchers, their families and community partners, all of whom are collaborating to provide nature-based solutions.

For more information, visit newacre.org/water.

To learn more about Coors Seltzer’s mission to help protect and restore Canada’s waters, visit www.coorsseltzer.ca

About ALUS and New Acre Project

ALUS (originally an acronym for Alternative Land Use Services) is a charitable organization that helps farmers and ranchers establish and steward enhanced wetlands, windbreaks, riparian buffer zones, wildlife habitats, regenerative agriculture practices and other impactful environmental projects on their land to sustains agriculture and biodiversity for the benefit of communities and future generations. ALUS provides expertise, resources, and direct financial support to a network of more than a thousand farmers and ranchers who deliver ecosystem services in more than 30 communities across Canada, such as cleaner air, cleaner water, increased biodiversity, carbon sequestration, erosion control, flood mitigation, pollinator support and wildlife habitat. ALUS’ New Acre Project helps purpose-driven corporations go beyond their sustainability objectives and take concrete actions that generate positive impacts in the communities where they operate. Through Project New Acre, corporations are enabling communities to become more resilient and empowering farmers and ranchers to build nature-based solutions on their land, one acre at a time. Learn more at newacre.org and ALUS.ca.

About Molson Coors

For more than two centuries, Molson Coors has been brewing beverages that unite people to celebrate all life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Blue Moon LightSky, Vizzy Hard Seltzer, Leinenkugel’s Summer Shandy, Creemore Springs, Hop Valley and more, Molson Coors produces many beloved and iconic beer brands. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle as well. Our Environmental, Social and Governance strategy is focused on People and Planet with a strong commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities, and the environment. Learn more about Molson Coors Beverage Company, visit molsoncoors.com, MolsonCoorsOurImprint.com or on Twitter through @MolsonCoors.