As consumers look for more sustainable ways to enjoy their leisure time, there is increasing pressure on on-trade operators to not only operate in a sustainable way but also to show their sustainable credentials.
That means looking at the whole supply chain, according to Deborah Ernst, director of international sales for Suave Tequila.
She said: “For many people awareness of drinking less but better and choosing pure products is a driving force in their decision making.
“People are wise about greenwashing and therefore choosing companies that have credible independent sustainability endorsements really help.”
Ernst continued, saying that Suave is one of only three tequilas in the world to have attained a Butterfly Mark, granted by Positive Luxury for proving the firm is a ‘changemaker’ in sustainability.
“Consumers are becoming increasingly aware of their daily environmental impact.”
“We’re so proud of this award,” Ernst continued, “and we hope those who list our products are proud of the achievement too”.
At Ellers Farm Distillery in North Yorkshire, on-trade manger, Andy Howitt, recommends that, as well as partnering with brands that prioritise the environment, operators should think about refillable options.
Howitt said: “Refillable options are gaining popularity, especially as bars work toward their net-zero targets.
“These options, like 10L polys, offer several advantages. They help optimise storage space, reduce the need for glass recycling, and minimise the frequency of glass collection, which in turn lowers a venue’s carbon footprint.”
He added: “Consumers are becoming increasingly aware of their daily environmental impact.
“In response, many businesses are setting clear targets to reduce plastic use and carbon emissions.
“Venues are now highlighting eco-friendly products on their menus, allowing customers to easily identify sustainable options.”
He stressed that this visibility encourages consumers to make informed choices: “By clearly presenting these options, businesses make it easier for consumers to align their decisions with their environmental values.”
Howitt explained that Ellers Farm’s Dutch Barn Vodka is a B Corp-certified company committed to sustainability throughout its entire process, from distillation to packaging and that he sees that approach to sustainability spreading to licensed outlets.
He said: “Many hotels and venues are now aiming for B Corp certification themselves and actively seek partnerships with brands that align with their values.
“This not only boosts their environmental credentials but also fosters a broader culture of sustainability across the industry.”
Calling itself the world’s most planet positive spirit, Avallen Spirits said the easiest step that operators can take is to purchase sustainable products.
A spokesperson said: “It requires minimum effort for maximum environmental return and can provide additional value in marketing, reputation, and when done smartly, such as purchasing bulk options, can boost margins.”
Avallen also stressed that it was ‘almost impossible’ for hospitality businesses to become completely carbon-neutral because they depended so much on external products – but added that they should not feel guilty about that.
“Venues are now highlighting eco-friendly products on their menus.”
The spokesperson continued: “Strive to reduce emissions as much as possible through switching to 100% renewable energy providers and converting kitchens to fossil fuel-free equipment such as induction hobs and electric grills.
“Combined with sustainable purchasing, embracing circular systems is hugely important. It’s been a familiar element of tap beer since forever, and now wine and spirits are both available in circular options which massively reduce the use of single-use glass bottles, which are carbon intensive to produce, transport, and recycle.”
Ernst at Suave Tequila added: “Governments, businesses, public services and individuals who are aware of the dangers facing our world cannot but be conscious of the need to become ever more sustainable.
“Everything from not wasting water or food to logistics and dealing with sustainable businesses all adds to a better pattern of living.
“At Suave, we quickly identified one thing: things in the tequila sector had to change. Sustainability has always been our core principle. Every move we made, every decision taken, always began with the question: will this have a positive environmental or community impact?”
