Finally, the suits are noticing that beer is made of water and water is, well, important as they join the tree huggers to make water the next big thing in eco-trendy marketing:
Water footprinting is being increasingly used to understand the total amount of water that supports our lifestyles -- the water used to create the clothes we wear, the food we eat and the beverages we drink. At this year's Stockholm Water Week, SABMiller and WWF, two members of the Water Footprint Network, will publish a report which explains the water footprint of the whole value chain for SABMiller's beers in South Africa and the Czech Republic.
This is good if only to point out that there is a heck of a lot more water used in the process of making beer than ends up in your glass and, as the planet's water resources are both finite and eternal, worth considering. You did know about that eternal bit, right? The water in your glass was once dinosaur pee. Your final moment with the brew is just one in a long chain of similar moments that included the brontosaurus.