Consumer pressure for sustainability has become so powerful that even a company that is dedicated to celebration and partying – Bacardi – is taking a socially responsible position on sourcing. It has released a very detailed list of actions it’s taking.
These actions range from sustainable packaging to recycling waste to building a green-certified distillery in England. Bacardi even exclaims its goal to obtain 40% of the sugarcane-derived products used to make its rum from certified, sustainable sources by 2017 – and 100% by 2022.
Bacardi is using social media to promote its branded initiative, artfully called “Good Spirited.” So it obviously believes the initiative has marketing value. That tells us two things: One. Sustainable sourcing is generally accepted as good for the company. Two. It’s still considered something that’s unique enough to set Bacardi apart.
The question is, how long until sustainable practices are so widely adopted and universally expected that touting them isn’t even worth it. What do you think?