Sebastian Benítez Group Creative Director

ABOUT

Canada's devastating wildfires have burned 17 million hectares of forests in two years. From the ashes, the first flower to grow is fireweed, attracting bees and yielding a record abundance of Fireweed honey.

As a community-focused microbrewery, we used newly abundant Fireweed honey as the main ingredient in Fire Bloom Honey Lager, creating a beer that funds reforestation and rebuilding. A lager born from fire needed a label made with fire, so we partnered with local artist Steven Spazuk, who painted it with flame. Fire Bloom creates a regenerative cycle that offers Albertans a way to help, with an innovative sustainability model that changes the way Albertans see wildfires: as both a crisis and an opportunity.

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