Co-owner Jack Low next to their labelling machine. (Image: Iona Craig)
Iona Craig visits a Highland brewery reshaping what it means to be a small business – one tree, one can, and one community at a time.
Conall and Jack Low are redefining what it means to be an ethical brewer and are wildly successful doing it. From tackling period poverty to saving squirrels, the Wasted Degrees brewery owners work hard to put good into the world every step of the way.
Wasted Degrees was founded by the brothers in 2016, following Conall’s decision to take his hobby to the next level. He quit his job as a teacher, moved back into his parents’ house, and started his own microbrewery.
Fast forward nine years, and the company now produces over 25,000 litres a month, shipping to more than 13 countries. Recently, they received planning permission for their new, eco-friendly brewery in Pitlochry.
This new £2m high-tech, self-sufficient brewhouse, due to open in 2027, will even involve customers in the brewing process. Jack explains: “The bar in our new building holds a couple of hundred people at max capacity… We’re creating heat as humans. That heat will be ultimately harvested through the air conditioning system of the new brewery and used to create hot water for brewing. So, our customers will literally become directly involved in the production process.”
They are also addressing concerns about the impact on the woodland by planting three trees for every one that needs to be cut down. They also plan to make accommodations to encourage wildlife to come to the area as Jack says: “We’ve also decided to install habitats for the likes of red squirrels and bats, for example, which are not currently present on the site.”
What is so inspiring about these young men is their philosophy that they should do ‘good’ at every step. To them, doing the right thing is more than just a marketing campaign. Every opportunity to cut their carbon footprint or give back to the community, they enact – even when it is at a detriment to themselves. Jack admits they are not experts, but they believe in just trying to help where they can, when they can: Jack says “We’re not environmental fundamentalists, but I just believe that if you can do the right thing, you should — and if you can’t right now, try and figure out the economics to make it work.”
These moralities don’t stop with the production. The boys and their team package their own product using aluminium cans sourced from the closest factory to minimise CO2 emissions as much as possible. They also refuse to use plastic labels, opting instead for labels made from tree sap and used cooking oils.
A packaging engineering manager for Chivas Brothers, a Scottish Whisky company gave his opinion on the packaging: “I prefer beer from a can, I think it’s the right choice for a craft beer brand too. It’s a conscious decision to use UK sourced materials with low Co2 which probably benefits for brand loyalty to a local brand,” Low continues: “Sourcing green energy is a no brainer when the responsible source of energy is so simple and significantly reduces Co2 contributions for the canning operations. Its impactful choices that keep the carbon footprint low and keep the planet in mind. Wasted Degrees are a beer brand with provenance and conscious choices that make a great product.”
Looking outwardly, the brand supports several external charities and campaigns. Last Christmas, they planted an orchard at Pitlochry Community Hospital, and recently, they ran a special release that told the story of the 51st Highland Division of the British Army being trapped in France after the evacuations at Dunkirk. All the proceeds from their sale went to the PoppyScotland.
Another pet project of the brewery is tackling period poverty. Watch the video below to hear Jack talk about his foray into fighting period poverty:
Stephen Thomson, a frequent visitor to the brewery and its Saturday pizza place, ‘The Taproom’. He is a big fan of the beer but is an even bigger fan of their ethos: “I was blown away by not just the quality of beers & pizzas but their friendliness, the way they treat the staff and the commitment to the environment. I never tire of letting people know about their place and work ethos, they are truly inspirational not just locally but as a Scottish Brand. My only regret is I never visited them earlier.”
However, this is more than just Karma; it is endless hard work. The boys quit their jobs and didn’t take a wage themselves for over two years. “We funded this entirely ourselves — mainly through salary sacrifice by my brother, the owner of the business.”: Jack says they are reluctant to take on any debt and want to grow the company organically.
What these men appear to be doing is putting their money where their ethics are. They live by a philosophy ingrained in them by their World War II veteran grandfather: “Whatever we do in life, try and leave things in a better state than when you found them.”
Jack and Conall and the team at Wasted Degrees do what some larger brew companies (as will go unnamed here) preach. Moreover, they are rewarded with dedicated brand loyalty and community support. Wasted Degrees and their ethical practices at their own cost sends a message to those companies, as Jack succinctly put it: “There’s no excuse to be one-dimensional anymore. I think you need to have that mindset of, ‘What am I doing? What impact is that creating?’… It’s not just about the bottom line. It’s not just about business — because business can and should be much more than just making money.”
