This has to be one of the most unanticipated and uplifting stories I have yet shared on this blog. A Peruvian beer brand known as Cerveza San Juan has joined the fight to reverse jaguar (Panthera onca) declines in the Peruvian Amazon, and it is doing so in a most creative way.
Since 1974, San Juan has featured a roaring jaguar as the main part of its logo. But now it is replacing the powerful cat with domestic animals such as dogs, pigs, and cows. The reason for this is to draw attention to the fact that Peru’s jaguars are disappearing, largely because of illegal hunting and rampant habitat loss. Panthera onca has been an important part of Peruvian culture for centuries (since before there even was a Peru), and Cerveza San Juan wants to help restore the great cat’s numbers.
The new logos were unveiled at a festival in Pucallpa, San Juan’s home town. Only 6,000 of the two million bottles used for the event contained an image of a jaguar, since only 6,000 of these charismatic cats still inhabit Peru’s forests. It combined the eye-opening new designs with informational pamphlets about the state of Peru’s jaguars and a petition to get them stricter legal protections. San Juan is also planning additional actions, such as a campaign to educate local residents about the ecological importance of jaguars.