EU Parliament’s Decision Protects Spirits Bottle Diversity, Safeguarding Brand Identity
Trade association Spirits Europe expressed serious concerns about a proposed amendment to the EU’s Packaging and Packaging Waste Regulation (PPWR). This amendment sought to include the spirits industry in stricter recyclability requirements for all EU packaging.
Spirits Europe feared such measures could lead to a ‘standardization’ of bottle designs, eroding distinctive brand identities.
Aline Maigret, Zero Waste Europe’s policy head, criticized the policy for potentially hampering the EU’s net-zero ambitions. She highlighted glass’s high carbon footprint, deeming it unsuitable for single-use applications.
Sarah Melina Siebel, director of internal market and sustainability at Spirits Europe, praised the European Parliament’s decision to adhere to the European Commission’s original proposal. This approach, she explained, sensibly exempted spirits from mandatory reuse targets, recognizing the need for reuse and recycling to coexist.
Ulrich Adam, Spirits Europe’s director-general, previously argued that diversity in bottle design couldn’t survive under a strict reuse system. He maintained that such constraints would stifle creativity without significantly aiding EU decarbonization efforts.
Following the European Parliament’s vote on 22 November, Adam emphasized the importance of acknowledging the vast diversity within the European beverages sector, including alcoholic drinks. He stressed the need for packaging rules to mirror this diversity for practical, sustainable enhancements.
The Parliament also moved to safeguard intellectual property rights for spirits and excluded the category from mandatory minimisation rules. According to Spirits Europe, this decision is pivotal in preserving the diversity of brands.
Adam concluded by highlighting the decision’s significance. He urged member states in the Council to recognize these critical aspects, marking a vital step towards successfully resolving the issue before the current mandate concludes.
