And companies are going beyond integrating sustainability in their supply chain to take a stance on social and political issues through their own platforms and marketing initiatives. Brewdog recently unveiled a campaign focused on activism with an anti‐carbon message. Sophie More, the company’s director of marketing, says: “We firmly believe that business can be a force for good; this is something we want to communicate to all our consumers.”

Another innovative product is the Discarded Banana Peel Rum. Once the flavour has been extracted from banana peels for other uses, the peels are usually thrown away. Discarded gives these peels a second life by fermenting them and then steeping them in alcohol, resulting in a rum with a rich, fruity essence that carries notes of toffee and spice.CGDC founder Matthew Clifford hopes to bring the whole rum production process into the UK, including growing sugarcane and producing molasses. Clifford believes consumers have become more interested in local produce, which has been amplified by the pandemic. “Cornish provenance and terroir is what we want to create,” he says. Sustainability can no longer be an afterthought in spirits production. With the environment high on the priority list for consumers, The Spirits Business explores how brands are taking a long-term approach to becoming more eco-friendly. Emerging brands appear to be leading the way when it comes to shaping discussions about sustainability, as seen by a wave of carbon‐neutral distillers and new eco‐friendly brands. However, major players are also taking their sustainable efforts up a notch, including Diageo and Bacardi, which recently unveiled biodegradable bottles.

Some companies have investigated how the people behind their products are affected by climate change to safeguard workers across the supply chain. Companies have also pledged multi‐million‐pound investments on green infrastructure and support for charitable organisations. One of their notable products is the Discarded Sweet Cascara Vermouth. Cascara, the fruit of the coffee berry, is typically discarded after the coffee beans are extracted. However, Discarded Spirits Co. uses this by-product to create a vermouth with a complex and sweet flavour profile. This not only adds depth to the spirit but also highlights the brand's commitment to reducing waste. Over the past decade, spirits producers have increasingly made sustainability a priority. As consumers become more conscious of their impact on the environment, brands have responded and adapted their production and marketing efforts to become more eco‐friendly. A swathe of major companies have pledged to meet ambitious green targets, while new brands have emerged, touting their sustainable credentials in a bid to entice mindful consumers. Flor de Caña has been offering free education to the children of its employees since 1913, along with complimentary medical attention to workers and their families, which accounts for 400‐plus surgeries and 170 births every year. “These moves are both unheard of. There are very few companies that have that,” explains Mauricio Solórzano, global ambassador for Flor de Caña Rum. We’re all about championing great ingredients and giving them new life,” says Gujral. “We want to flip that conversation about food waste and show people how easy it is to make the most of leftovers.” Discarded released a rum made using banana peels from flavour housesAlongside eco‐friendly production methods, another crucial part of sustainability is employee wellbeing. Nicaraguan rum Flor de Caña was certified Fairtrade in 2018, and this year added another string to its sustainability bow when it was certified carbon neutral. The Fairtrade certification ensures decent working conditions for employees. But how are brands going the extra mile to embrace sustainability in every part of their supply chain? Some distillers have turned their attention to zero‐waste materials for their spirits, including surplus grapes, banana peel and cascara – the dried husk of coffee cherries. Other brands have also ramped up their marketing efforts, and are using their influence to encourage consumers to change their habits and think more sustainably. Discarded Spirits Co. is a forward-thinking drinks brand that has positioned itself uniquely in the spirits industry by embracing sustainability and zero-waste principles. With a focus on innovation and environmental responsibility, Discarded has garnered attention for repurposing what would otherwise be waste ingredients into premium spirits.

Brands that work on waste management systems, hire locally and source ingredients consciously are on the correct path to become truly sustainable,” says Edouard Beaslay, global marketing director, Diplomático rum. “Spirits producers must have an energy‐efficient production process and use a local supply chain to reduce their carbon footprints. A great example of sustainability is when a brand funds community initiatives and puts a focus on employee holistic wellbeing.” Discarded’s #ReuseCreatively campaign also shows consumers how to reuse waste from around the house in creative ways with simple tips. The firm also created facemasks during the pandemic using waste milk, partnering with furloughed bartenders on sewing and creating the biodegradable masks. Diplomático is also planning several campaigns on food waste initiatives in the coming months in its key markets. Brewdog has bought 830 hectares of land in the Scottish Highlands to create the Brewdog Forest, with the aim of planting one million trees over the coming years. Other green infrastructure projects under way at the company include powering all UK bars with electricity generated by wind, turning spent grain into green gas to power production facilities, and electrifying its vehicle fleet. Clifford believes there is an “opportunity for distilleries to do some collaborating and share ideas”. He says: “Brands get very protective over their USPs, but we’re quite open‐minded about supporting the industry.” He is also working on making the biome “portable and modular” so it can be used more widely by other companies. Discarded also offers a Grape Skin Vodka, where grape skins - often a by-product of the wine industry - are repurposed. They ferment these skins to create a base alcohol, which is then distilled into a clean, crisp vodka with subtle fruity undertones, showcasing another layer of flavour that would have been otherwise lost.