Company hikes prices 429 per cent on Black Friday for very good reason

A company has increased its prices by 429 per cent on Black Friday in protest at the annual day of sales and discounts. Counter Culture sells the trendy health drink kombucha and boss Tom Smart said its four-day "anti-sale" is a bid to discourage purchases over the weekend.

The entrepreneur is hoping to raise awareness of the environmental damage caused by Black Friday and Cyber Monday and has increased the price of a case of 24 cans to whopping £227.21 over the next four days. Mr Smart claims that last year, 429,000 tonnes of CO2 were pumped into the atmosphere from product deliveries over the Black Friday weekend, reports BristolLive.

That is why prices are up 429%.

He said: "As demonstrated by our business name, we believe in doing things differently. We think Black Friday has gone too far and encourages over consumption which our planet cannot afford. We're in a privileged position to create consumer goods which taste nice. We think our customers will be just fine without indulging in our drinks for a few days."

Counter Culture has donated 51% of its shares to non-profit organisations and is aiming to raise £1m to help support social and environmental initiatives. The business sells its drinks in can or on draft.

Mr McDowell said: “Experiencing a can of beer has become so much more than just drinking the liquid inside. Like most craft beer brands, we too see our can as a canvas; we’re just opting for a different drink inside that happens to be non-alcoholic.”

Counter Culture's anti-sale runs for four days through to Cyber Monday. All proceeds will go to the company's climate charity partner Soil Association.