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More than 86,000 bottles were recycled on an island without recycling policies.
Last June, Puerto Rico declared an ecological emergency when a combination of factors—think overfishing, scuba diving and public waste, along with stony coral tissue loss disease—destroyed large portions of its majestic undersea reefs.
Medalla Light beer bottles are made from sand and contain some compounds that corals already use to create their skeletons. With "The Great Reef Brewer Project," the beer brand teamed up with marine biologists and DDB Puerto Rico to turn beer bottles—86,000 to date—back into sand/cement mixture that will help repopulate lost reefs.
Muse spoke with Yashira M. Torres Abreu, account director of DDB Latina Puerto Rico to learn how the project came about and how much coral will be replanted.
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