Ethical Living Case Study in Beer: An Opportunity too Good to Waste?

Ethical awareness among consumers varies significantly across the globe, but is generally increasing in many markets

Within beer more specifically, the rise of the craft movement is associated with growing interest in product origins. As a result, as well as ingredients and brewing methods, there is growing consumer interest in the entire lifecycle of drinks.

Waste-reduction, recycling and repurposing strategies are increasingly being employed by the beer and cider industries

Packaging and leftovers from the brewing process are key target areas. Working to reduce waste and improve efficiency has many advantages to companies throughout the production and distribution chains. These benefits broadly fall into three categories: mitigating future risk, cost-savings, reputation building. Developments in this area range from the launch of niche companies focused specifically on repurposing leftovers, to new bottle materials and national brand marketing campaigns highlighting achievements. Arguably, however, there is still much more that can be done.