More than just a pretty wrapping: the essential role of packaging for spirits

On 21 September 2021, spiritsEUROPE invited representatives of spirit drinks producers, the European packaging associations and the European Commission to the webinar “More than just a pretty wrapping: the essential role of packaging for spirits”.

Improving the sustainability of spirits drinks across the value chain, including packaging as well as its end-of-life phase, is one of the key topics for spiritsEUROPE and its members. For spirit drinks, similar to many FMCG products, packaging is an indispensable part of the product which serves many more functions than simply acting as container to store, protect and transport liquid. Packaging is an integral part of spirit drinks that conveys important consumer information, serves the premiumization and brand elevation trends of fine spirits and helps to promote a culture of responsible drinking and portion control. There is no way to separate the drink from the packaging. spiritsEUROPE and its members are therefore fully committed to engaging in the future in the discussions on the PPWD’s revision.

During the panel discussion, conference speakers and attendees stressed the importance of ensuring that the upcoming revision of the PPWD will formulate balanced, clear and meaningful policy objectives which contribute to the EU’s sustainability agenda and climate objectives whilst remaining fully compatible with fundamental Internal Market Principles. Most importantly, speakers stressed that PPWD rules will need to consider that packaging plays a much broader role for FMCG products like spirits beyond the mere practical function of acting as a container to hold liquid: 

✔packaging is part and parcel of the broad premiumization and brand elevation trend in spirits 
✔packaging plays an important role to cultivate and nurture responsible consumption patterns 
✔packaging is a key communications channel, conveying product-specific information to consumers 
✔packaging ensures the integrity of valuable products during transport and shipment. 

To achieve these goals, spiritsEUROPE and its members are committed to playing an active role and to engaging as a constructive partner in the upcoming discussions on the future of Packaging and Packaging Waste.

Speakers' PowerPoint Presentations:

• FRANCESCA STEVENS -  EUROPEN 
  European packaging policies: challenges and opportunities, what is at stake for the industry?
• VANESSA CHESNOT -FEVE - European Container Glass Federation 
  Close the glass loop: the European ambition to collect glass more and better, together
• MIKE TURNER - ECMA - European Carton Makers Association
  PPWD, EGD, CEAP, XYZ – What does it mean to me?
• DAVID BUHE - European Commission DG ENV (B.3)
  The revision of the EU packaging and packaging waste directive
• KRASSIMIRA KAZASHKA - FEFCO - The European Federation of Corrugated Board Manufacturers
  Transport packaging in the frame of the PPWD* review
• EMILY LIN - Diageo
  Mainstreaming reuse for a circular future
• ROBERT-JAN TER MORSCHE - MPE - Metal Packaging Europe
  Circular cans: our vision to increase real recycling by 2030
   

* PPWD- EU packaging and packaging waste directive

Report of the day HERE
Press Release HERE

Source: SpiritsEurope