BHardly a day goes by without a press release reaching my inbox with the news of a drink whose manufacturers claim to be doing their bit to save the planet, or what is known in the business world as “brands with purpose ”.
It won’t surprise you to learn that much of this is due more to enlightened self-interest than a sudden wave of altruism. Research has shown that consumers, especially younger ones, want to know whether the companies they buy from are sustainable, and that as many as two thirds of them support carbon labeling. As a result, a growing number of companies are becoming B Corp Certification, which forces them, among other obligations, to consider the impact of their activities on the environment.
That said, it is sometimes difficult to assess how significant that contribution is. The Dutch beer brand Lowlander, for example, he says he adds one plant to a kelp meadow for every can he sells (apparently algae captures carbon 35 times faster than a rainforest), but how many plants would make a real difference? And in what way, exactly, does the team behind The hidden sea “Remove the equivalent of 10 plastic bottles from the world’s oceans”? (Presumably supporting Resea, by whom they are certified, although at first glance it is not entirely clear). Basically, you have to trust the integrity and transparency of the people involved, many of whom are new entrants to the market and share similar ethical values with your clients. .
A growing number of brands, such as Avallen, they also commit to 1% For the Planet Campaign. But is 1% enough? For example, him Lost Explorer range of mezcal, which is associated with Voice of nature, It includes bottles costing up to £ 140, a price at which you think maybe they could afford to contribute a little more. A ginFor example, who raises money to support charities that provide clean water, donates a more generous 10%. So, as with so many things, you have to read the fine print, or the QR code, if the product has one.
In general, beer, spirits, and soft drinks seem to have adapted more quickly to the environmental zeitgeist than wine brands (perhaps because their target audience is younger), but the game-changer for wine could be packaging. made of paper, which is much lighter. to transport than glass, recyclable and more attractive (to me, at least) than the bag-in-box. However good the cause, at the end of the day the liquid should taste good and in my opinion this week’s picks really do.
Five drinks with a mission
The hidden sea Chardonnay 2020
£ 8 Cooperative, 13.5%. A fresh, citrusy Australian chardonnay from a winery that promises to bring the equivalent of 10 plastic bottles out of the sea for every bottle sold.
Cantina Goccia 3Q Red Blend 2017
£ 12.45 The Whiskey Exchange, £ 12.50 WoodWinters, 13.5%. Could this be the future of wine bottles? A refreshing, quaffable, pizza-friendly blend of Sangiovese, Merlot and Cabernet Sauvignon in a recyclable cardboard bottle.