In case you’ve had your head under a mixology stone over the last couple of years, the term “sustainability” is everywhere, especially in the Food & Beverage profession; from the clothes we wear and the food we eat to the Millennial D2C mattress brand delivered to your door. But what exactly does it mean to be a “sustainable” spirits brand and who is setting the industry benchmarks? The answer is perhaps much more convoluted than we would hope.
Regardless, we applaud some of the more experimental sustainable approaches on the market right now. Because some type of action is better than no action at all. Right?
What goes into the production of our spirits is perhaps the most pressing for consumers. It’s of no surprise we are seeing independent distilleries cator to this sensibility with a slew of unique perspectives. Jelley’s Organic focuses on all organic and premium ingredients; Rivet Distillery looks to cater to patriotic Brits with a “Born & Grown” narrative, supplying consumers in spirits that are handcrafted and sourced in the UK. Others like Copalli Rum are mirroring the coffee industry with the single origin model, seeking to include only organic ingredients sourced from a single estate.
While perhaps not directly correlated, but thoughtful nonetheless, Sapling Spirits examines a “buy one get one model” instead by pledging to plant a tree for every bottle produced. Even the barware category is seeing a new wave of sustainable brands; Stroodles,for example, are looking to offset the plastic waste in the bar world by selling straws made from pasta(!).
Are brands just greenwashing the spirits industry or is this a “trend” you can stand behind? Share your thoughts below.