Digital Marketing

the new normal or just another fad?

Drinks pouches: the new normal or just another fad?
Written by Publishing Team

With brands’ focus shifting toward sustainability, and the pandemic creating a spike in home drinking, easy-to-delivery plastic beverage bags have become a viable packaging method for new products. But will the new fad stay true, or will the plastic bags fall off?

In many ways, beverage bags aren’t a bad idea; Durable and flexible, it can be attached easily without fear of breaking or smashing. They can even fit into a mailbox. And unlike alternative packaging methods, such as aluminum cans or pouches in the box, they can be repacked with very little effort.

Darnleys Gin, based in Fife, Scotland, this week launched a range of recyclable gin bags. The launch comes as part of the distillery’s 2022 sustainability strategy, as the lightweight nature of plastic bags means a significant reduction in carbon dioxide emissions when transporting produce, which usually comes in glass containers.

The new collection is aimed primarily at existing fans, who are able to order refill bags and pour gin into Darnley bottles before returning the bag by Freepost to Darnley’s recycling headquarters.

William Wemis, founder of Darnley’s Gin comments: “Our sustainability plans for the brand are one of the continuous improvements and the launch of our own bags of gin is part of this journey. We hope that fans of Darnley’s Gin will not only enjoy these solutions, but also return the bags so that their gin can be achieved The full environmental benefits of this initiative.”

Darnley Jane isn’t the first to get out of glass and into plastic bags.

Thomas Aske and Tristan Stephenson started their whiskey subscription service in 2017.

Whiskey Me is a subscription-based membership that sends 50ml samples of premium malt whiskey to our members on a monthly schedule. Through the subscription model, the “arrogant goodbye, hello whiskey” spirit breaks down preconceived notions of the classic whiskey drinker, recasting the spirit for a younger audience.

The company now has more than 9,000 members, with more than 100,000 individual whiskey packages sent.

“A lot of what we’ve tried to do with Whiskey Me is to get rid of the baggage and paraphernalia that track whiskey, especially Scotch whisky,” Stephenson said. dB Back in August. “All we did was challenge that orthodoxy and create a more fun and playful whiskey experience.”

From packaging to digital marketing strategy, every element of the brand turns tradition upside down.

Stevenson continues, “If you look at a lot of bottles of Scotch whiskey, the images are often of burns, ravines, and highland deer. We thought: Well, what is the exact opposite? How do we devise a brand identity that cancels all of that?”

In addition to the drive to defy orthodoxy, Whiskey Me packaging offers a practical alternative to glass, which is difficult and expensive to transport.

“There is a place for the glass on the back bars, but when you start transporting whiskey through the mail and through the mail, the glass really falls off,” Stephenson says.

“It’s heavy, it breaks, and it takes a huge amount of packaging to protect it. It also costs a lot to send. We use bags because they take all those worries away. They fit in a mailbox, they’re lightweight, they never break, and to a lesser extent they defy tradition again.”

The cysts themselves consist of four lamellar layers. No place in the UK currently offers recycling for such items, but Whiskey Me does offer a take-back service to its subscribers.

“We are asking members to return 12 empty bags,” Stephenson explains. “You collect them as you go, which isn’t a bad thing anyway because they’re a record of the whiskey you’ve tasted. Once you’ve returned us 12, we’ll send you a free bag of whiskey as a reward, and cover the cost of actually recycling it.”

The brand also encourages its members to innovate with bags. Stephenson adds, “I actually do a lot of running, so I often fill empty bags with mashed food that I can do a run and then squirt in my mouth.”

Beverage bags may be easily refillable, but the challenges of plastic recycling are a huge downside. Another alternative to glass that has seen increasing demand, particularly in the wine industry, is aluminum cans.

Canned wine has environmental benefits over glass, as it is easier to recycle, lighter in weight and more efficient in transportation. According to Alko, Finland’s national alcoholic retail monopoly, nearly half (0.45375 kg) of carbon dioxide emissions from glass could be saved by switching to alternative packaging.

Beverage cans also have the highest global recycling rate of all packaging substrates, with 75% of all aluminum produced still in use today.

However, lightweight and easy-to-transport plastic beverage bags are on the rise after closing, with more of us spending at home drinking than ever before. According to Bacardi Limited’s 2022 Trends Report, much of the current growth in e-commerce is driven by the United States, where more than 65% of consumers in the country use an online service to purchase alcohol.

The bags can also be easily frozen without the risk of exploding, which means the innovation isn’t just limited to transportation.

The retailer Home Bargains even came out with its own line of bagged frozen cocktails late last year, highlighting the diversity of brands dipping their toes into the plastic bag collection.

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Publishing Team