As more consumers become informed on food waste and its environmental impact, many are looking to brands that offer sustainable solutions like Heineken's new Inch's Draught Cider. The new alcoholic beverage is made by using green energy created from production waste. These "green credentials," according to the brand, will help it appeal to consumers aged 18-34 who prefer to purchase from brands that reflect their values.
"From sourcing to sustainability, we are progressive cider makers on a mission to do things properly in pursuit of a great tasting British cider that goes that little bit further to do the right thing," said Heineken UK cider marketing director Rachel Holms. "In doing so, Inch's will drive appeal and help recruit younger drinkers into the apple cider category..."
Image Credit: Heineken
What's Driving This Trend
- Eco-friendly Alcoholic Beverages
- More companies are creating alcoholic beverages using sustainable solutions to appeal to eco-conscious consumers.
- Green Energy Solutions
- Using green energy created from production waste is becoming more popular in the food and beverage industry as consumers become more informed on the impact of food waste.
- Appealing to Younger Consumers
- Brands that reflect the values of younger consumers aged 18-34 are likely to drive appeal and help younger drinkers enter the apple cider market.
Who This Affects Most
- Beverage Industry
- Companies in the beverage industry can employ sustainable solutions like using green energy to create eco-friendly alcoholic beverages to appeal to eco-conscious consumers.
- Food Waste Management Industry
- Food waste management companies can help brands create sustainable solutions to reduce food waste and create products that appeal to eco-conscious consumers.
- Marketing Industry
- Marketing professionals can target younger consumers aged 18-34 by showcasing the eco-friendly and sustainable solutions employed by brands to appeal to their values and broaden market appeal.
