The best thing you can do when you make a mistake is own up to it, maybe laugh about it a little, and do better next time.
That’s exactly what Colorado brewery Snowbank Brewing did after can labels for its Aprés Ski Lager listed that the beer contained “seal salt” (rather than “sea salt”).
“When we got them, it was like, ‘What do we do?’” co-owner Dave Rosso told 9 News. “We’re usually pretty good at catching this stuff.”
What they did was reassure customers that, no, the lager does not contain seal salt. They also looked into how much it would cost to reprint the labels and re-wrap the cans, but felt that the money could be better used elsewhere. So, they still used the incorrect labels, and donated the $900 they would have spent to fix the mistake to conservation charity World Land Trust.
“The WLT helps many species throughout the world, AND they help seals!” the company wrote on Instagram. “We love dogs, and seals are like the dogs of the sea, so we love them, too! We hope this silly typo and our response to it causes you to smile today, because we all need that these days. No seals were harmed in the making of this beer.”
Typos happen. We all try our best to catch them, but sometimes things slip through the cracks. Snowbank Brewing took something that could be a costly mistake and turned it into a benefit for the environment.
And, hey, maybe some curious beer aficionado will want to try the beer with “seal salt.”