A lot of things go into beer production, but it all starts with good quality water. But imagine a world where your favourite beer looked, smelt and tasted like dirty water. Or instead of your usual pint, you were served up a bowl of dry, crunchy hops. That’s the scenario 100 NGOs want to prevent as they launch a new campaign calling on the European Commission to defend the EU law that protects all sources of Europe’s water, such as rivers, streams, lakes, wetlands and groundwater, during its ongoing evaluation (known as a ‘Fitness Check’).

The online campaign, called #ProtectWater, is led by WWF, the European Environmental Bureau, European Anglers Alliance, European Rivers Network and Wetlands International, who together form the Living Rivers Europe coalition.

The campaign uses provocative scenarios and imagery around the future of beer to encourage citizens in Europe and beyond to participate in the European Commission’s public consultation on the EU Water Framework Directive (WFD), which is running until 4 March 2019. This consultation is the only opportunity for the general public to have its say during the evaluation of the law, and the campaign provides an easy tool for citizens to express their support to keep this law strong and effective.

Whilst the scenarios painted in the campaign might seem extreme, beer companies are indeed worried about the future quality of water in Europe, and have issued a joint statement, signed by individual breweries, including Csupor, Pivovarna Trot, and Ground Zero, as well as the Romanian Craft Brewers’ Association and Slovakia’s Association of Small Independent Breweries. All of these companies recognise that their ability to produce good quality beer relies on the protection and sustainable management of Europe’s water sources, and therefore support the WFD in its current form.

Support the #ProtectWater campaign here.