The last couple of months have seen an increasing number of campaigns rise on the topic of ocean littering and consumers have shown genuine interest on this important topic. Big brands such as Pernod Ricard have made commitments to reduce their impact on nature by removing non-biodegradable straws and stirrers across their businesses, and companies emerge with the aim of making a difference.
Following its successful campaigns, “Map your Taste”, “Pass the Bottle Campaign” and the more recent “Endless Lives of Glass”; the European Container Glass Federation has decided to join the movement as well and recently launched its new campaign #CheersToTheOcean.
According to a consumer survey carried out by Friends of Glass, 78% of Europeans say they have been more sensitive to this issue these last months and have paid more attention to the environmental impact of their lifestyle. A striking 72% of them take this criterion into account when shopping and would prefer food and beverage products packed in more sustainable-sound solutions such as glass.
By linking the responsibility of consumers to the appreciation of quality food and wine, and the importance of sustainability, Friends of Glass also aims at putting forward the importance of flavour and taste and the role of glass.
Wine in Moderation has partnered with FEVE-Friends of Glass since 2011 and has supported its campaigns since then with the Wine in Moderation message, further disseminating the message of responsible consumption of wine to stakeholders of the wider wine value chain.