You may or may not have heard of Sierra Nevada, they sell it on draft at the Green Man on Wells Street, but it's a slightly cloudy, pale ale.
Well I could have sat in a lot of brainstorms and failed to think of the brand extension, fuel when starting with a beer, but that's exactly what they've done.
It takes a corporate belief and creates further value from waste (1.6 million litres of it every year). In turn this creates more profit and they're doing their bit for the envioronment.
This idea breaks so many rules: beer and petrol in the same product range, using the same logo - it's genius I love it. And not to mention drinking and driving.
See more loveliness from Sierra Nevada here.