As the global focus sharpens on reducing waste, cutting emissions, and building transparency, beverage companies have an opportunity to become leaders in environmental and social responsibility.
But where should businesses begin, and what steps can they take to create meaningful change?
A pragmatic approach to packaging innovation
Packaging remains the most visible – and scrutinised – aspect of the beverage industry’s environmental footprint. For years, single-use plastic bottles have dominated, often ending their lifecycle in landfills or oceans, contributing to the global plastic pollution crisis. However, there are plenty of opportunities for producers of single-use drinks containers to try and combat this.
At Clearly Drinks, we use 100% recyclable materials in our bottles and cans, with a commitment to increase the recycled plastic content (RPET) from 30% to 50% by 2025. Such efforts are complemented by operational changes like our team reducing pallet wrap usage, which saved over two tonnes of plastic in 2023, demonstrating the opportunity to reduce plastic waste throughout the supply chain. These changes not only reduce environmental impact but also help cut costs, creating a win-win scenario for businesses and the planet.
Packaging innovation can drive both environmental and business benefits – without damaging consumer trust.
Rebecca Rushworth, Clearly Drinks environmental co-ordinator
Despite the benefits, implementing new legislation that reshapes consumer interaction with products can feel like a risky manoeuvre for companies hesitant to disrupt customer habits and risk their loyalty.
An example of this was the recent introduction of tethered bottle caps in the UK – required under the EU’s Single-Use Plastics Directive – which sparked some initial outcry. Consumers found drinking from bottles with attached caps awkward and clumsy. However, despite this, a few months later, the resistance towards tethered caps seems to have died down, showing that packaging innovation can drive both environmental and business benefits – without damaging consumer trust.
Regulation as a catalyst for change
Upcoming regulations, such as the UK’s Deposit Return Scheme (DRS) and Extended Producer Responsibility (EPR) are poised to transform the sustainability landscape for the beverage industry. These measures are designed to incentivise recycling, minimise waste, and hold producers financially accountable for the full lifecycle of their packaging.
Instead of viewing these regulations as hurdles, businesses can treat them as opportunities to refine operations and align with consumer expectations. By embedding regulatory compliance into a broader ESG strategy, companies can turn what might feel like a challenge into a foundation for meaningful and lasting impact.
Setting achievable sustainability goals
One of the greatest risks to any sustainability effort is overpromising and underdelivering. Long-term ambitions are crucial, but they must be broken into smaller, measurable steps. This allows companies to track progress, adapt strategies, and maintain credibility. For brands navigating the early stages of their sustainability journey, start with areas where measurable impact can be demonstrated quickly – such as energy efficiency, packaging improvements, and waste reduction.
At Clearly Drinks, we regularly review our sustainability roadmap through monthly ESG meetings, ensuring every department aligns with our goals. In the short term, Clearly Drinks is focused on actions like increasing recycled content in packaging and minimising waste across operations. These efforts lay the foundation for achieving long-term sustainability goals, including reducing carbon emissions and aligning with net-zero ambitions.
Building trust through transparency
Consumer expectations around sustainability are rapidly evolving. A survey found that 77% of shoppers abandon brands they perceive as greenwashing. For beverage companies, transparency isn’t optional - it’s essential for building trust and loyalty.
Sharing successes and challenges openly can encourage a stronger connection with customers. We ensure our sustainability achievements are backed by data and include clear explanations of our goals, whether it’s on packaging, in reports, or through social media. This level of openness resonates, especially with younger consumers who demand accountability.
Collective action and leadership
Sustainability in the beverage industry cannot thrive in isolation. Collaboration across the supply chain, knowledge sharing, and unified messaging are vital for systemic change. We envision an industry where brands work together to close the loop on materials, develop scalable recycling solutions, and educate consumers about sustainable choices.
Ultimately, sustainability isn’t just about ticking boxes - it’s about creating a future where businesses, people, and the planet grow. By prioritising innovation, collaboration, and consumer trust, beverage companies can redefine what it means to lead sustainably - one bottle at a time.
