It's high summer in Europe.
The Guardian newspaper reports [theguardian.com] on a new initiative in the Danish musical epicentre of Roskilde to make festivalgoers aware of the intimate link between them and their beer: the festival organization coined a new word "beercycling" which means nothing more than recycling the valuable nitrates from music lovers' urine through a near-by barley field, and then transmogrifying said barley into golden mjød (actually pilsner beer in the current project).
According to the newspaper, the Roskilde festival [wikipedia.org] (established æons ago in the hippy era) has a reputation for its ecological awareness.