In an era where environmental consciousness is at its peak, consumers are not only interested in high quality drinks but are also demanding sustainability in every sip. As a result, drinks brands stepping up to the challenge by premiumising sustainable packaging and events to align with the values of today’s eco-conscious consumers.

Ahead of our upcoming webinar on: Raising the Bar on Sustainability – Is the Drinks Industry Walking the Talk?, we explore some of the reasons behind these shifts, potential drawbacks of sustainable packaging and innovative packaging solutions brands are adopting both on-shelf and on-trade to quench people’s thirst and environmental concerns.

Why should brands care about making greener choices?

Nowadays, consumers prioritise brands that share their commitment to reducing their overall impact on the planet. In 2022, a study conducted by Statistica uncovered that 80% of UK consumers are willing to pay at least 10% more if the product is considered sustainable.

Harvard Business Review also found that if Gen Z and Millennial consumers believe that a brand cares about its impact on people and the planet, they are 27% more likely to purchase than older generations are. A clear indicator of sustainability’s power to encourage shopping decisions within this demographic.

Single Malt Whisky brand Bruichladdich, puts people and the planet at the heart of its decision making.  The business recently redesigned its signature whisky – “The Classic Laddie” without the secondary metal tin to reduce the amount of waste and carbon emissions within its supply chain. They say that removing the secondary packaging has eliminated the packaging’s CO2 emissions by 65% which is the equivalent of taking 182 cars off the road in Islay, making it better for the local environment and the people that live there. Bruichladdich is leading the way and shifting habits to show whisky lovers that fancy secondary packaging doesn’t define what makes a whisky high-quality.

Paper Bottles Proving Success

Over the past few years drinks brands such as Absolut have experimented with alternative solutions to using glass bottles making the switch to paper bottles. These have shown success to varying degrees, but there’s an argument that paper bottles look less premium and distract from the iconic branding which erodes consumer perceptions of the brand. This could be considered a risky decision with long-lasting ramifications for the brand.

Brand visibility is key to driving sales in the off-trade and some consumers have noted that switching from glass bottles makes it more difficult for them to find their favourite drinks on supermarket shelves.

On the flip side, the uniqueness of sustainable packaging means that these green bottle options are more memorable to consumers and act as a unique point of difference to create demand amongst retailers. 

We worked alongside Avallen Spirits to redesign its calvados bottle to be a visually appealing, lightweight, and sustainable packaging solution, ideal for on-shelf and eCommerce. The new Frugalpac bottle opened up new opportunities for the business and we were delighted that the work was recognised by Harpers Wine and Spirit winning Silver at the Design Awards 2022.

The award further strengthens Avallen’s position as a brand that puts sustainability first and taps into consumer demand to reaffirm eco-friendly values and make more sustainable lifestyle choices.

Innovative brands forging greener paths

Innovative technology is paving the way forward in the efforts for packaging to become more sustainable whilst maintaining a premium look to appeal to consumers. Flexi-Hex is an exciting brand offering innovative packaging solutions that are plastic-free, and offer product protection during the shipping process whilst still looking sleek when it arrives to the customer. They’ve partnered with the likes of Bacardi, BrewDog Distilling Co, and Silent Pool Distillers to revolutionise how businesses ship their product around the world, an ever-increasing necessity when direct-to-consumer online sales have skyrocketed by over 15% since 2021.

ecoSPIRITS Delivers Low Carbon and Low Waste Solutions Across Bars Worldwide

Reducing waste is incresingly on the minds and agendas of bar, restaurant, and event owners. ecoSPIRTS crafted the world’s first low carbon, low waste spirits and wine distribution technology. Their ecoTotes and SmartPour caddies reduce the number of bottles behind the bar and offer eco-friendly refill solutions to customers. So far, they’ve partnered with over 2000 venues, 150 wine and spirits brands to reduce hundreds of tons of single-use glass and packaging in the supply chain.

It's clear that drinks brands are taking the conversation around sustainability seriously, with innovative solutions being introduced constantly to ensure that we can each enjoy every sip of our favourite drink whilst supporting the planet. However, issues still exist within the supply chain and in order to be truly sustainable - the gatekeepers, all important buyers and key retailers - must put sustainability first on the agenda. In today’s world, sustainability must also be profitable in order for it to be a priority within the drinks industry.

Keen to find out more? Say hello or sign up to our upcoming webinar on Raising the Bar on Sustainability in Drinks for a chance to hear from an expert line-up of speakers on how drinks brands can navigate the path to eco-friendly imbibing and enact positive change: