The Perils Of Green Marketing – Eco Whisky’s Healthy (For The Environment)!

March 21, 2008 at 10:43 am Leave a comment


The green marketing hype has great potential for cutting it real thin when it comes to alcohol. No regulators are interfering yet, so McCormick Distillery will likely inspire other minds with the campaign for its new -ultra luxerious- 360 Vodka brand. The company says it will donate $20 for each case of bottles sold in Florida to the Coastal Conservation Association (CCA) in that state. On top of that, McCormick donates $1 to an environmental cause per case sold nationwide.

The marketing message is so powerful you’d think they were selling milk; McCormick’s newly established Earth Friendly Distilling Co. says the 360 Vodka has been ‘sustainably developed and packaged’. The company ‘establishes new standards’ in the distilling industry. Bottles are made from 85% recycled glass and the New Leaf label is made from 100% PCW paper. The inks used in both the label and the rest of the package prints of the 360 Vodka are not petroleum but water based.

The list goes on. Distillation facilities meet all EPA air and water quality standards. That means that sulfur dioxide emissions are down 99%. Volatile organic compounds output is slashed 70%. Fossil fuel energy saved? 250%, according to the company. All is great! What’s even better, the company will find a willing ear among consumers; research just out by Mintel, the consumer research organization, shows that consumer appetite for ‘green’ food is driven by health considerations.

Mintel’s Green Living report points out that there is a link between health concerns and a desire to eat organic food. The market is booming, Mintel says, estimating the natural food and drink products market to be $19.6 billion this year, up from $11.9 billion in 2007. Producers play into this by becoming ever more innovative in new product development.

The research document singles out ‘green’ alcoholic beverages as particularly fast growing. Other than spirits, locally produced wine is experiencing growth due to the industry’s efforts to counter worries about its heavy usage of glass and impact on the environment due to huge producer-consumer distances. ‘Roll out the barrel’ never sounded so giddy.

Entry filed under: Green Marketing.

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