Bacardi axes plastic pourers as consumers demand “greener future”
28 Oct 2022 --- Bacardi is cutting 140 metric tons of single-use plastic annually by removing plastic pourers from its bottles in the US, Canada, Puerto Rico, Spain and Portugal.
The plastic Non-Refillable Fitment (NRF) is commonplace throughout the spirits industry and is currently found in the neck of a number of the company’s iconic drink brands, including Bacardi rum, Martini Fiero, Bombay Sapphire gin and Dewar’s White Label blended Scotch whisky.
The removal has already begun, and by early next year, all 1.75 L bottles of Bacardi rum – including Superior, Gold and Coconut – in the US, Canada and Puerto Rico will no longer contain the plastic pourer, cutting 76 metric tons of plastic annually.
“As a premium spirits company, plastic forms only a small proportion of our beautiful bottles. Nevertheless, as we take strides toward our goal of being 100% plastic free by 2030, we are looking at every way in which we currently use plastic, including in tertiary packaging such as shrink wrap for transportation,” Rodolfo Nervi, vice president of global safety, quality and sustainability at Bacardi, tells PackagingInsights.
“By 2030, this will all be removed or replaced with a sustainable alternative. Bacardi is a pioneering company with a 160-year history of finding innovative solutions, so we are confident in delivering our target.”
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Bacardi is reviewing its current plastic usage and is exploring replacement options.Recyclable materials only
In Spain and Portugal, the plastic pourer will be removed from all brands in the Bacardi portfolio over the next six months.
“We are making this move because it’s the right thing to do for the planet,” says Nervi.
“By 2025, 100% of our packaging will be recyclable. So while there will be slight differences between each of our iconic bottles, we will be using only recyclable materials for the entire portfolio, for example, Forest Stewardship Council (FSC)-certified paper for our bottle labels,” he says.
Bacardi is reviewing every way in which it currently uses plastic and is exploring replacement options. A major milestone will be reached in 2023 when the company will remove all single-use plastic from its gift packs and point-of-sale materials.
Rodolfo Nervi adds that “consumers will continue to enjoy the same quality and taste from our entire portfolio of brands as we continue on our journey to a more [environmentally] sustainable future.”
Aesthetics and sustainability
Alcohol packaging is an important marketing communications tool that can raise expectations, affect consumer choices, and motivate purchases, a study published in the Journal of Studies on Alcohol and Drugs recently found.
The study, led by Daniel Jones of the University of Stirling in the UK, involved 50 young adult drinkers in Scotland found that alcohol packaging conveys messages about the suitability of the product for the target market..jpg)
Consumers expect brands to ensure a greener future, says Nervi.
Via pack structure, visuals, marketing and various packaging forms reinforce the idea that alcohol is a desirable product by demonstrating customer acceptability and building enduring brand impressions.
Furthermore, it can be expected that consumers will embrace the plastic reduction decision as 45% of consumers worldwide indicate that they have noticed a gradual decrease in their single-use plastic usage, according to Innova Market Insights.
Also, 28% of global consumers are willing to compromise product protection for a decrease in plastic packaging.
“Consumers today expect brands to be taking every possible step to ensure a greener future, and at Bacardi, we are proud to live up to those expectations. We made this move because cutting plastic is undeniably the right thing to do,” concludes Nervi.
By Natalie Schwertheim
