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De Nada unveils first aluminium Tequila bottle
The new aluminium packaging by De Nada Tequila underscores an industry turn towards sustainability, and will roll out in select markets starting this month.
Already certified carbon neutral and confirmed additive free, De Nada Tequila is adding to its list of bonafides by introducing a new aluminium bottle for its blanco and reposado expressions. The bottle is 100% recyclable and weighs significantly less than glass.
“As a company, our goal is to be as sustainable as possible,” Adam Millman, co-founder and CEO, said. “Danny [Neeson] and I are always trying to find new ways to improve our environmental impact, and becoming certified carbon neutral was a great first step, but we knew there was more we could do. Aluminium is infinitely recyclable, unlike glass and some other alternative packaging coming to market. It’s imperative for us to continually do better.”
De Nada worked with strategic brand design agency, Sandstrom Partners, on the new packaging, which likewise features a 100% sustainable cork sourced from cork processing group Amorim, and a wooden cap.
“The rebranding and new packaging for De Nada Tequila is inspired by the ethos and good will of the entrepreneurs who founded it,” Steve Sandstrom of Sandstrom Partners said. “The concept required significant R&D and great patience.”
The new aluminium bottle will be available in New York, New Jersey, and Connecticut at US$40 for the blanco, and US$43 for the reposado. The bottles will also ship nationwide via De Nada’s website, and be available in select bars and restaurants in the above mentioned states.
“In the spirits industry, sustainability should not just be a trend; it should be an expectation. Consumers are increasingly aware of environmental issues and are choosing brands that prioritise sustainability,” Neeson said. “Ultimately, sustainability isn’t just about making a product; it’s about making a difference. It’s about building a brand that helps preserve our planet for generations to come.”
De Nada is made from 100% Blue Weber agave by fifth generation growers and distillers at the Vivanco estate (NOM 1414). The brand was founded by Millman and Neeson, who bonded over Tequila and sustainable business ventures as roommates at Tulane University in New Orleans, Louisiana.
The Spirits Business focused on aluminium packaging in its August issue, noting that “aluminium is lightweight, infinitely recyclable, and doesn’t lose quality over time, unlike glass,” while also requiring less energy than glass to be recycled.
There are however some consumer hang ups, such as the inability to see the colour or the spirit, and perceptions surrounding the correlation between weight and value.
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