In case you didn’t know, apparently there is a shortage of sand in the world. Since sand is used in a variety of industries, ranging from construction where it is used in mortar, plaster, concrete, asphalt, as well as being used in the pharmaceutical industry, safe to say that it is a very important resource.

This is why over in New Zealand, a report from AdWeek (via Geek) has revealed that a company called DB Breweries has launched an effort to help with the sand shortage. How, you ask? By asking customers to drink more beer, and to put their empty beer bottles through specially-built machines, where those bottles will be crushed into a sand substitute.

We suppose any glass bottle could do but we guess this is partly a marketing stunt in a bid to get more customers to buy beer for the sake of the environment, something which we didn’t think we’d ever say. These machines could be installed in bars and restaurants across the country which will then recycle them before your eyes.

It has been estimated that each bottle should be able to produce 200 grams of powder substitute within a matter of seconds. According to Sean O’Donnell, marketing director at DB Breweries, “Kiwis, we love our beaches, and we love our beer. So wouldn’t it be great if you could have a beer and do something for the environment? I mean, that’s pretty exciting.”

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