Introduction
Every day, millions of bottles of water, juice (or ‘sumos’ in Portuguese), and energy drinks are consumed worldwide.
Despite advances in sustainable practices, many of these packages still end up in landfills, rivers, or oceans — perpetuating the linear economy.
However, a transformation is underway.
Approaches based on sustainability, circular economy, and regeneration are redefining beverage packaging as a vector of positive impact.
This article explores real-world examples of companies leading this shift — and shows how you can be part of it too.
This article is part of the ongoing series “Positive Impact by Design”, offering strategic insights into how products, packaging, and processes can become forces of regeneration.
1. Sustainability: Reducing Harm Is No Longer Enough
Goal: Minimize environmental, social, and economic impacts throughout the packaging life cycle.
Applications:
- Low-impact materials: Use of rPET, FSC-certified paper, and recycled aluminum with a smaller carbon footprint.
- Lightweighting: Lighter packaging, such as PET bottles using up to 25% less material.
- Bioplastics: Replacing fossil-based plastics with plant-based alternatives, such as sugarcane-derived PLA.
- Industrial efficiency: Production using renewable energy, cutting water use by up to 30%.
Example:
Evian’s use of rPET can reduce the carbon footprint by up to 30% compared to virgin plastic, according to its Global Sustainability Report 2023, in partnership with the Carbon Trust.
Call to action: Choose beverages labeled with rPET content or bearing the FSC certification seal.
Consumer benefit: Lighter packaging results in fewer emissions and lower logistics costs, potentially leading to more affordable prices.
2. Circular Economy: Packaging That Re-Enters the Cycle
Goal: Close material loops and eliminate the concept of waste.
Applications:
- Recyclability: Packaging designed to be 100% recyclable and compatible with local recycling systems.
- Recycled content: Inclusion of rPET, recycled paper, and post-consumer glass.
- Reverse logistics: Return systems, such as refillable glass bottles.
- Refill models: Refill stations in supermarkets and coffee shops for reusable containers.
Example:
Coca-Cola FEMSA, a leading bottler in Latin America, reports that over 50% of its PET bottles incorporate recycled content, reducing reliance on virgin plastic.
Call to action: Look for recycling points and participate in return programs.
Consumer benefit: Circular packaging helps reduce waste and protect the environment, with potential long-term cost benefits.
3. Regeneration: Packaging That Gives Back to the Earth
Goal: Actively contribute to ecosystem restoration and community empowerment.
Applications:
- Regenerative materials: Use of agricultural waste, such as sugarcane bagasse and wheat straw, to create biodegradable and compostable packaging.
- Restoration projects: Funding for reforestation, regenerative agriculture, and watershed recovery.
- Social impact: Inclusive supply chains involving cooperatives and small producers.
Examples:
- Notpla developed edible and fully compostable seaweed-based packaging, replacing approximately 200,000 plastic bottles at the 2019 London Marathon.
- Ambev funds the restoration of 100 hectares of watersheds in Brazil’s southeastern region.
- Nestlé, in partnership with smallholder cooperatives in Brazil, restored 500 hectares of degraded land through regenerative farming, creating 200 jobs.
- Boxed Water funds the restoration of 100 hectares of forests through reforestation initiatives.
- Innocent Drinks uses 100% rPET bottles and funds community recycling programs in London.
Call to action: Support brands that invest in environmental and social impact initiatives.
Consumer benefit: Supporting regenerative brands strengthens communities and fosters a more resilient planet.
Expanded Case Studies
Evian
Uses rPET, which can reduce carbon emissions by up to 30% compared to virgin plastic, and has committed to 100% rPET by 2025. It overcame challenges with rPET clarity and adapted its processes to maintain product quality.
Coca-Cola
Is piloting paper bottles with thin internal barriers to prevent moisture. In Brazil, over 50% of its PET bottles contain rPET.
Notpla
Developed edible seaweed-based packaging that decomposes within weeks, eliminating plastic waste. Used at the 2019 London Marathon, it replaced approximately 200,000 plastic bottles.
Nestlé
In collaboration with Brazilian cooperatives, restored 500 hectares of degraded land, creating 200 jobs and enhancing food security.
Boxed Water
Uses recyclable cartons and funds reforestation projects, restoring 100 hectares of forests to enhance biodiversity.
Ambev
Funds watershed restoration in Brazil’s southeast region, supporting 50 local families through sustainable agriculture training.
Innocent Drinks
Uses 100% rPET bottles and supports community recycling programs in London, reducing plastic waste and engaging local residents.
Consumer benefit: Choosing these brands means supporting products aligned with sustainability, transparency, and positive impact.
Recommendations for Beverage Packaging Projects
- Integrate sustainability from the design briefing stage.
- Choose regenerative materials like seaweed or agricultural fibers.
- Plan for post-use: ensure reuse, recyclability, or compostability.
- Explore innovative models like refill stations or “packaging as a service” (e.g., subscription models or reusable packaging returned via logistics partners).
- Measure and communicate environmental impact using Life Cycle Assessment (LCA), based on ISO 14040 standards — which consider all environmental impacts from raw material extraction to end-of-life disposal.
Optional Reading and Global References
For further exploration of sustainable, circular, and regenerative packaging:
- Ellen MacArthur Foundation – Circular economy strategies and case studies
- https://www.ellenmacarthurfoundation.org
- Cradle to Cradle – Regenerative design framework by McDonough & Braungart
- https://www.c2ccertified.org
- ISO 14040 – Guidelines for Life Cycle Assessment
- https://www.iso.org/standard/37456.html
- Carbon Trust – Carbon footprint methodologies
- https://www.carbontrust.com
- Sustainability Reports (2023)
Evian: https://www.danone.com
Coca-Cola FEMSA: https://www.coca-cola.com.br
Nestlé: https://www.nestle.com
Notpla: https://www.notpla.com
Ambev: https://www.ambev.com.br
Boxed Water: https://www.boxedwater.com
Innocent Drinks: https://www.innocentdrinks.co.uk
- Euromonitor and Mintel – Global insights on consumer packaging trends
- https://www.euromonitor.com
- https://www.mintel.com
Conclusion
Designing beverage packaging with sustainability, circularity, and regeneration in mind goes beyond regulatory compliance — it’s a strategy for trust, innovation, and long-term value.
Companies adopting these approaches are creating resilient ecosystems and empowering communities. Conscious consumers can accelerate this transition.
Community Champion
