• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

GlobalData: Sustainable packaging is the next battleground for premium alcohol producers

October 24, 2019Chris Crowell

Green beer bottle with water splash isolated on white

As ethical credentials become increasingly prominent markers of quality, sustainable packaging is likely to become a battleground for premium alcohol beverage brands, says GlobalData, a leading data and analytics company. GlobalData’s 2019 Q3 consumer survey found that 71% of global consumers consider it ‘quite’ or ‘extremely’ important for product packaging to be made from sustainable or renewable sources while only 25% considered it important for packaging to have a luxury appearance.  

“This is particularly significant for the alcoholic beverage sector, in which image and indulgence are paramount,” noted Katrina Diamonon, Consumer Analyst at GlobalData. “While these factors are still as relevant as ever, consumer sentiment suggests that the gratification associated with consumption of premium products increasingly incorporates considerations around ethical consciousness and whether a brand’s values align with those of the individual consuming the product.” 

Examples

Carlsberg paper bottle
Carlsberg moves a step closer to creating the world’s first ‘paper’ beer bottle. Pictured are the two new research prototypes for Carlsberg’s Green Fibre Bottle, which both contain beer for the first time and are shown alongside the sustainably-sourced wood fibre they’re made from.

We reported on Danish brewing giant Carlsberg unveiling two prototypes for what it claims will be the world’s first paper beer bottle, made from sustainably sourced wood fibres and an inner barrier to allow the bottles to reliably contain beer. 

Or how about this: Remember when Glenlivet partnered with Tayēr + Elementary bards to produce its Capsule Collection of glassless cocktails served in clear, edible capsules made of seaweed extract, one of nature’s most renewable resources? Probably not. Well, what if I said “Remember when Glevlivet tried to sell alcohol in Tide Pods?” Yes! Those.

Those made me think three things instantly: 1. This is funny. 2. This seems stupid. 3. We’ll start seeing these everywhere in two years. Isn’t everything mocked before it becomes so normal that you’re weird for not doing it? Crazy socks. Motorized scooters. Sustainable drink pods.

“Much of the response to the capsules was derisive, comparing the format to Tide Pods, a line of laundry detergent pods manufactured by Procter & Gamble,” Diamonon adds. “Such a reaction was to be expected, given the radical nature of the launch and its extreme departure from the familiar – particularly for a product as steeped in tradition as whisky.”  

GlobalData thinks these ambitious innovations from both companies are indicative of how the priorities of consumer products companies are necessarily shifting in line with new consumer preferences and expectations.

“As sustainability becomes inextricably linked with quality, premium brands will need to risk the possibility of failure – and even short-term ridicule – in order to draw the attention of ethically-minded consumers,” Diamonon says.

plastic can carriers
Plastic can carrier recycling co-op debuts in Chicago
Kansas City Bier has a cool recycling partnership for its Ardagh Glass bottles
beer store fridge shelves distribution beer store supermarket
Beer purchasing continues to normalize while FMBs, seltzers keep falling
barth haas-001
What to see at the 2022 Craft Brewers Conference and BrewExpo America

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Anderson Valley Brewing promotes price stability amid Big Beer price hikes: ‘We actually like our customers’
  • Ohio how has 400 craft breweries! Here are some other Buckeye beer stats to know
  • IBA hits milestone – 1 million bbls of buying power – what’s next for the co-op?
  • Plastic can carrier recycling co-op debuts in Chicago

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • The-IBA-TeamIBA hits milestone – 1 million bbls of buying power – what’s next for the co-op?
    May 19, 2022
  • 2022 beer branding trends part 1: reinvention
    May 17, 2022
  • satisfaction surveysAre brewery employees happy? Depends on the department
    May 16, 2022
  • Male hand closes hatch of brewery tankUnfiltered: Do I need to clean tanks between transfers?
    May 11, 2022
  • Hard seltzers: Achieve high alcohol fermentations in a clean and neutral way with the proper nutrient aids
    May 9, 2022
  • Paxton Products uses air and ionization to rinse and dry beer bottles and cans
    May 9, 2022

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2022 · CBB Media LLC

Posting....