Once the preserve of a few eco-conscious trailblazers, sustainability is now driving the entire drinks industry narrative. From the effect of recent global events on supply chains and market prices, to increasingly stringent legislation and the growing discernment of consumers, sustainability in all its guises – economic, environmental, and social – is now a commercial imperative and one that is too deeply embedded to be sidelined.
New producers might have the advantage of being able to invest in environmentally friendly equipment from the get-go, but expectations are soaring and sustainability statements have to stand up to increasingly intense scrutiny. Existing brands, meanwhile, are wasting no time in tweaking their operations to align with current best practice. But it is those at the vanguard who are pushing the sustainability agenda through their continued innovation – not least with a range of groundbreaking projects that have no guarantee of either return or success.
Take gin’s most fundamental ingredient, for instance: despite the spirit’s worldwide popularity, common
