Brewing Sustainability: Epic Cleantec’s Innovative Approach With Recycled Water Beer

by THEFUTURE.TEAM

January 7, 2026

Introduction

San Francisco’s Epic Cleantec is redefining sustainability by transforming recycled water into a premium beer. Launched in 2015 as a wastewater recycling venture, the company has now set its sights on an entirely new market—one where environmental innovation meets consumer appeal.

An Innovative Business Model

Epic Cleantec, which you can explore further at epiccleantec.com, employs proprietary technology to reclaim water from showers and laundry facilities, treating it with a series of advanced processes. By converting this water into a high-quality ingredient for beer production, the company challenges conventional perceptions of recycled water.

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The Water Recycling Process

The process involves multiple treatment steps including filtration, biological treatment, membrane filtration, granular activated carbon, reverse osmosis, and finally, disinfection. The rigor of this process ensures that the resulting water is exceptionally pure before it is transported to Devil’s Canyon Brewing Co. for conversion into beer.

Environmental Impact and Market Reception

It takes roughly 10 gallons of water to produce one gallon of beer, underscoring the significant environmental benefits of Epic Cleantec’s approach. Their IPA not only leverages water recycled from everyday use but also features drought-resistant, energy-efficient hops, grains, and yeast. This holistic consideration of sustainability—’from grain to glass’—is compelling both environmentally and economically.

Redefining Consumer Perceptions

CEO Aaron Tartakovsky emphasises the psychological shift necessary to adopt recycled water. “A lot of it was psychology,” he reflects. “When these purified molecules are presented in an attractive beer can, public perception transforms. People are more willing to trust and enjoy a product they once regarded with skepticism.” This innovative packaging of sustainability has resonated well in the marketplace, especially as events hosted by industry leaders increasingly offer the product.

Investor Confidence and Future Prospects

Early-stage investor Jordan Langer, CEO of Non Plus Ultra, now proudly serves the recycled beer at his events, signifying strong confidence in Epic Cleantec’s offering. Backed by a number of family offices and investment funds such as J-Ventures, J-Impact, and Echo River Capital, the company has raised $25 million to date and plans to expand its product line. Upcoming offerings may even include a nonalcoholic variety, demonstrating the company’s commitment to continual innovation in sustainable practices.

Conclusion

Epic Cleantec’s strategic pivot from wastewater recycling to eco-friendly beer production not only challenges traditional industry boundaries but also serves as a vital reminder of the potential for sustainable practices to disrupt established markets. In a world increasingly focused on environmental responsibility, this innovative approach offers a promising blueprint for merging ecological efficiency with consumer demand.

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NERDs Replace FIRE As Young Workers Lose Confidence In Retirement

by THEFUTURE.TEAM

September 4, 2026

The FIRE movement promised younger workers a path to financial independence and early retirement. Now, a different group is emerging in the UK: NERDs, or the “Never Ever Retiring Demographic.”

Growing pessimism among Gen Z and millennials is driving the shift, with many questioning whether retirement will ever be financially achievable. Some are responding by reducing or abandoning pension contributions altogether.

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Young Workers Are Losing Confidence In Retirement

Research from People’s Pension, a major UK workplace pension provider, found that 47% of Gen Z respondents aged 18 to 27 do not engage with their pension. Another 12%, equivalent to about 2.2 million young people, have stopped saving for retirement because they expect to work indefinitely.

Wider financial pressures are contributing to that outlook. High living costs have pushed milestones such as homeownership, marriage, having children and retirement further away for many younger workers, while inflation, layoffs and stagnant wages have added to uncertainty.

Pension Providers Face A Communication Gap

Financial pressure is only part of the problem. Young workers also say pension providers are failing to explain long-term saving in ways that feel relevant to them.

About 36% of respondents said providers do not explain retirement saving effectively. Among them, 27% said companies appear more focused on selling products than educating customers, while 16% cited complicated language and jargon.

A clear generational difference emerges in the responses. Some 29% of Gen Z respondents said providers fail to explain why pension saving matters, compared with 13% of Gen Xers and Baby Boomers. Similarly, 17% of Gen Z said providers do not use channels they engage with, versus 4% among older generations.

Clearer information could influence behavior. About 70% of Gen Z respondents said they would have started saving earlier if they had known that beginning in their 20s could potentially double their retirement pot compared with starting in their 30s. Another 63% said learning about tax relief and employer contributions motivated them to save.

“In a world where financial doom dominates pension conversations, young savers are tuning out,” said Kirsty Ross, proposition director at People’s Pension. “Our research shows they are not disengaged because they don’t care, they are disengaged because the messages aren’t working.”

Young Savers Want Simpler Tools

Progress bars and goal trackers were among the most popular tools respondents said could make pensions more relevant, cited by 31%. Another 26% wanted reassurance that they could start with small amounts, while 23% wanted examples of what people their age are doing.

Clear, bite-sized steps were cited by 22%, while 19% said light-hearted and relatable stories could make pensions more accessible.

People’s Pension has responded with Pension Drop, a campaign using social media influencers, live events and lifestyle personalities to encourage conversations about retirement saving.

“Looking back, I really wish I’d started earlier,” said Iain Stirling, comedian, TV presenter and Pension Drop ambassador. He said contributions made in someone’s 20s or 30s can make a significant difference later, while employer contributions and tax relief can increase the value of smaller payments.

Small Changes Can Improve Long-Term Saving

Stirling urged younger workers to check their pension provider, establish whether they have multiple pension pots and make sure they are contributing enough to receive the full employer match.

He also recommended increasing contributions after a pay rise or bonus, allowing workers to raise long-term savings without making a large immediate change to their spending.

For younger workers facing high living costs and uncertain career prospects, pension saving remains a difficult sell. Clearer information about employer contributions, tax relief and the long-term effect of starting early could help make retirement planning more tangible.

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