‘Nativa Meter’: Bavaria-AB InBev and L&C New York Craft Initiative to Support Colombian Farmers

Nativa, the beer from the Colombian countryside, has launched a creative and sustainable initiative called Nativa Meter. Through this, a second use is being given to the brand’s traditional bottles. Hand in hand with one of the most awarded independent agencies worldwide, L&C New York, the brand developed a rain gauge with one purpose in mind: to find a sustainable alternative using its own bottles, making them a key element for farmers to efficiently plan their planting seasons.

We redesigned the purpose of the Nativa bottles, maintaining the same proportions of the original bottle, but incorporating a main difference. The bottles have measurement indicators that mark the number of litres or millimetres of rainfall per square metre. Nativa-Meter is an innovative and sustainable tool that redefines the purpose of packaging to make a positive impact on Colombian Farming communities.

“Cerveza Nativa is a brand that is committed to the Colombian countryside. For this reason, for us, initiatives like Nativa Meter are essential because they allow us to innovate and find creative solutions that arise from the real needs of the community,” said Diego Pomareda, marketing director of Cerveza Nativa.

The rain gauge has a guide on the back of the label. This guide explains the different levels of rainfall and whether these are a benefit or a risk to their crops. In this way, the brand from the Bavaria-AB Inbev portfolio, together, seeks to support farmers in the Colombian countryside and find a sustainable alternative through the second use of their bottles.

“This is a simple way to incorporate technology into an everyday product that farmers consume, and at the same time, help prepare them to face the challenges of a world that is being affected by climate change.” added Rolando Cordova, co-founder & CCO of L&C New York.

Nativa-Meter will be available from now in the Colombian region of Córdoba and from May on, in Sucre, Bolivar, Cesar, and Valle del Cauca.