The drink industry's guide to sustainable leadership

The soft drinks industry is at a crossroads, with consumer demand for sustainability higher than ever. As global attention intensifies on reducing waste, cutting emissions, and increasing transparency, drinks companies have a unique opportunity to lead in environmental and social responsibility. But where should businesses begin?

In this edition of The Drop, Rebecca Rushworth, our Environmental & Sustainability Coordinator, will provide a drop of clarity and chats through the actionable steps to create meaningful environmental change:

Innovate packaging: Rethink, reduce, recycle

Packaging is the most visible aspect of a beverage company’s environmental footprint. Single-use plastic bottles, often ending up in landfills or oceans, remain a major concern. At Clearly Drinks, we’re tackling this challenge by using 100% recyclable materials in our bottles and cans, and we aim to increase recycled plastic content (RPET) from 30% to 50% in the near future. Operational changes, like reducing pallet wrap usage—saving over two tonnes of plastic in 2023 - further demonstrate how waste can be minimised across the supply chain.

Recent innovations, like tethered bottle caps mandated by the EU’s Single-Use Plastics Directive, have shown that consumer resistance to change can diminish over time. While these caps initially sparked criticism for being clumsy and difficult to use, they now exemplify how sustainable design can balance functionality and environmental benefits without eroding customer trust.

Embrace regulation as a catalyst for progress

Upcoming regulations, such as the UK’s Deposit Return Scheme (DRS) and Extended Producer Responsibility (EPR), are set to reshape the industry. These initiatives incentivise recycling, reduce waste, and hold producers accountable for their packaging’s entire life cycle.

Rather than viewing these changes as obstacles, companies can leverage them to refine operations, align with ESG goals, and meet consumer expectations. Treating regulation as an opportunity, rather than a burden, allows businesses to build a foundation for long-term sustainability.

Set achievable sustainability goals

Overpromising and under-delivering can harm credibility. Companies should break down ambitious targets into smaller, measurable actions to maintain momentum. When we started on our ESG journey, we set out our sustainability roadmap. This involved having yearly goals that are reviewed monthly, ensuring alignment across all departments. Initial focus areas, like increasing recycled content and reducing waste, lay the groundwork for broader goals such as cutting carbon emissions and achieving net-zero targets.

Smaller wins, like improved energy efficiency or packaging updates, also demonstrate progress to stakeholders and build confidence in your sustainability journey.

Build trust through transparency

In an era where 77% of consumers abandon brands they perceive as green washing; transparency is no longer optional. It’s essential to building trust and loyalty. Sharing both successes and challenges openly fosters a deeper connection with customers.

You can do this by ensuring all sustainability claims are backed by data. Whether through packaging, reports, or social media updates, we’re committed to communicating clear, measurable progress. This resonates particularly with younger consumers who demand accountability and authenticity.

Collaborate for systemic change

Sustainability isn’t a solo effort. Industry-wide collaboration is crucial to closing the loop on materials, developing scalable recycling solutions, and educating consumers about sustainable choices. By working together, we can accelerate innovation and create lasting impact.

Key Takeaways:

• Innovate packaging: Use 100% recyclable materials, increase RPET content, and reduce waste throughout the supply chain.
• Set realistic goals: Break down long-term ambitions into measurable actions to avoid greenwashing and maintain momentum.
• Leverage regulation: Treat regulatory changes as opportunities for progress and environmental leadership.
• Be transparent: Share clear, data-backed updates on sustainability efforts to build trust and loyalty.
• Collaborate: Unite across the industry to close material loops and advance the circular economy.

Sustainability isn’t just about compliance or optics. It’s about creating a future where businesses, people, and the planet thrive. By prioritising innovation, collaboration, and consumer trust, the beverage industry can redefine what it means to lead sustainably - one bottle at a time.

What is your drinks business doing to lead sustainable change? Find out more about how Clearly Drinks can support you at www.clearlydrinks.co.uk/a-drop-of-clarity/