Case study: 9WhiteDeer

Brewing Sustainability with Pure Dedication

A Rural Irish SME Leading the Way in Energy Efficiency and Decarbonisation

In the heart of the Mhúscraí Gaeltacht in Ballyvourney, County Cork, 9WhiteDeer Brewery is proving that small can be powerful when it comes to sustainability. This pioneering microbrewery is not only producing award-winning gluten-free craft beers but also showing how a small rural business can drive meaningful decarbonisation through smart energy investment and innovation.

A Commitment to Sustainable Brewing

Founded on the principle of Pure Dedication, 9WhiteDeer’s ethos extends beyond great beer to caring for the environment, community, and future generations. With a team of just eight people, the brewery produces around 300,000 litres of beer annually, using local Irish ingredients and water sourced from the surrounding hills.

Their sustainability strategy focuses on three key pillars:

1.

Energy Efficiency & Renewable Integration

Reducing reliance on fossil fuels through solar power, smart systems and efficient equipment

2.

Operational Innovation

Implementing engineering-led solutions that enhance process control and reduce waste and water consumption

3.

Community and Environmental Stewardship

Supporting local biodiversity, sustainable logistics, and rural regeneration.

Engineering-Led Energy Transformation

Between 2023 and 2025, 9WhiteDeer embarked on a phased, engineering-led energy transformation plan designed to reduce emissions, stabilise operating costs, and future-proof the brewery. The programme began with the installation of a Solar PV system to generate on-site renewable electricity, followed by the introduction of smart energy management tools and a transition to a more efficient energy supply. To further optimise production, the brewery installed a nitrogen generator to replace purchased gas. Also, the installation of a 3,000L insulated hot liquor tank, upgraded heat exchangers, and optimised chilled water systems will further increase thermal efficiency, reduce water consumption, and maximise solar energy use.

36%

A 30 kWp rooftop solar array with a 3-phase inverter now supplies roughly 36% of annual electricity use, delivering up to 180 kWh per day in summer.

40%

Transitioning to index-linked wholesale electricity via Pinergy reduced costs by 40% and opened the door to smart load shifting, enabling more efficient use of solar power

CO₂

By replacing bottled nitrogen with a high-efficiency on-site nitrogen generator, the brewery now produces 99.999% pure nitrogen from ambient air—cutting CO₂ dependency and creating a pathway toward future CO₂ recovery.

Value Chain Approach

For 9WhiteDeer, sustainability doesn’t stop at the brewery gates: it’s embedded across their entire value chain, from sourcing and production to packaging, distribution, and community engagement.

Upstream partnerships: By sourcing Irish barley and malt, the brewery supports local farmers and reduces the carbon footprint associated with long-distance imports. Its choice of local suppliers strengthens the regional economy while fostering shared environmental goals
Production and packaging: Circularity is built into every step: with initiatives like repurposing materials, reducing packaging waste, and designing efficient brewing systems that use less water and energy per litre of beer produced
Distribution and logistics: 9WhiteDeer works closely with distributors such as Musgrave and Sysco, optimising delivery routes and utilising supplier backhauls to reduce transport emissions. Their logistics partners are encouraged to align with low-carbon delivery practices
Customer and community engagement: Sustainability is part of the brand identity. From sponsoring outdoor endurance events to educating customers about local ingredients and responsible consumption, the brewery connects environmental values with customer experience
Knowledge sharing and collaboration: In 2025, Gordon Lucey took part in the REEValue International Conference as a speaker on the panel on Value Chain Best Practice, sharing insights from their decarbonisation journey and inspiring other SMEs to take practical climate action