The person behind the work

James
Demastus.
PhD.

Sustainability researcher, educator, and consultant with the academic rigour and real-world business experience to know the difference between genuine progress and a good story.

James Demastus
James A. Demastus, PhD Based in Bilbao, Basque Country, Spain
PhD in Sustainability and Innovation

I take a hardline approach to sustainability. Most businesses don't meet the standard. I'm here to close that gap in the beer industry.

My sustainability approach demands alignment with strong sustainability principles. That means I guide decisions towards pro-action, innovation, and transparency.

Brewing is where I've chosen to apply this. The beer industry faces real environmental, social, and economic pressures and has largely responded with weak commitments. Sustainabeerity exists to change that.

PhD · Cum Laude International Mention Strong Sustainability Theory Anti-Greenwashing Home Brewer

Peer-reviewed research

Organizational sustainability schemes align with weak sustainability

Business Strategy and the Environment · Vol. 33(2) · 2024
Demastus, J. & Landrum, N. E. · DOI: 10.1002/bse.3511

Top 10% most viewed in journal

Exploring the nexus of organisational culture and sustainability for green innovation

Industry and Innovation · Vol. 31(1) · 2024
Demastus, J., Ohsowski, B. M., & Landrum, N. E. · DOI: 10.1080/13662716.2024.2390991

My favorite styles

West Coast IPA

The more bitter, the better.

Christmas Beer

Especially with vanilla and cinnamon flavors.

Black Lager

Full bodied, but still light.

Imperial Stouts

With whisk(e)y.

Let's build something that holds up.

Get in touch