Vodka is Healthy, For the Environment

The lucky recipient is Florida's Coastal Conservation Association. On top of that, McCormick donates $1 to an environmental cause per case sold nationwide in the US. The company’s marketing message is so powerful, you’d think they were selling you milk; McCormick’s newly established Earth Friendly Distilling Co. markets the new brand as having been 'sustainably developed and packaged' and claims to establish ‘new standards’ in the distilling industry. Bottles are made from 85% recycled glass and the New Leaf label is made from 100% PCW paper. The inks used in both the label and the rest of the package prints of the 360 Vodka are not petroleum but water based. The distillation facilities meet all EPA air and water quality standards. That means that sulfur dioxide emissions are down 99%. Volatile organic compounds output is slashed 70%. Fossil fuel energy saved? 250%, according to the company. How great! The company will find a willing ear among consumers; research just out by Mintel, the consumer research organization, shows that consumer appetite for ‘green’ food is driven by health considerations. Mintel’s Green Living report points out that there is a link between health concerns and a desire to eat organic food. The market is booming, Mintel says, estimating the natural food and drink products market to be $19.6 billion this year, up from $11.9 billion in 2007. Producers play into this by becoming ever more innovative in new product development. The research document singles out ‘green’ alcoholic beverages as particularly fast growing. Other than vodka, locally produced wine is experiencing growth due to the industry’s efforts to counter worries about its heavy usage of glass and impact on the environment due to huge producer-consumer distances. Roll out the barrel never sounded so giddy. Disclosure: Angelique van Engelen writes AmplifiedGreen, a blog about micro green, macro perspectives.