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Lixir Drinks: ‘planet-positive’ strategy imperative
Brands must build a holistic “planet-positive approach” into their business strategies, a tonic and mixer producer has encouraged.
UK-based tonic and mixer producer Lixir Drinks highlighted how sustainability is no longer confined to just reducing carbon footprints.
Speaking to The Spirits Business in March, Jordan Palmer, co-founder of Lixir Drinks, said: “It’s crucial all companies build a planet-positive approach in their DNA and at the same time are transparent about their present, as well as accountable for their future, sustainability endeavours.
“We’re committed to producing great-quality products, while leaving our people and our planet better off than when we found them.”
One way that Lixir Drinks acts on this ethos is through its partnership with a charity that supports people without access to clean water.
“Last year, we became one of the first mixer brands to achieve carbon-neutral certification, and made a commitment to donate 1% of all revenue to our charity partner, Just a Drop, where 100 litres of clean drinking water is donated for every case we sell,” Palmer added.
“This is just the start for us, as net zero needs to be the target for everyone.”
Furthermore, Palmer anticipates “health-conscious consumption” will be a leading trend for the category.
He added: “I believe health-conscious consumption will continue to have importance in the category. However, the leading topic may be sustainability, less so a trend but more a business imperative.
“I will expect to see updates to packaging, as well as changes to supply chain and procurement behind the scenes from brands. There will likely be more on-pack messaging, highlighting carbon and climate status.
“And finally, I’m sure there will be even more transparency from brands coming forward with their sustainability approach.”
For an in-depth exploration of the sustainable challenges facing the tonic and mixer category, see the April 2022 edition of The Spirits Business magazine.
Last year, The Spirits Business looked at how tonic and mixer brands were taking on the wellness trend.