# Sustainable Responsible Drinking Campaigns The Portuguese Cork Association Launches a New Campaign By Kalin Ned | Published 2026-07-31 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/the-portuguese-cork-association References: [prnewswire](https://www.prnewswire.com/news-releases/the-portuguese-cork-association-launches-drink-responsibly-choose-a-bottle-with-a-natural-cork-campaign-302839350.html)  The [Portuguese Cork Association](https://www.trendhunter.com/trends/portuguese-cork-association), known as APCOR, has launched a new campaign in the United States titled 'Drink Responsibly. Choose a Bottle with a Natural Cork.' This initiative seeks to broaden the conventional understanding of [responsible alcohol consumption](https://www.trendhunter.com/trends/gordons-mix-it-up) to include the environmental and quality implications of packaging choices. Essentially, the Portuguese Cork Association's initiative reframes responsibility not merely as moderation in drinking, but as a conscious decision to select products sealed with natural cork — a material that is [renewable, recyclable](https://www.trendhunter.com/trends/Lightweight-circular-wine-packaging), and integral to a zero-waste approach. The campaign employs digital advertising, social media, and event partnerships to communicate that cork is deeply tied to the sensory ritual of opening a bottle, from the sound and gesture to the anticipation of the shared moment. Image Credit: The Portuguese Cork Association ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 74% | Activity: 36% | Freshness: 83% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Eco-conscious Alcohol Packaging:** Sustainable closures and packaging cues are becoming differentiators for beverage brands as consumers connect product quality with lower-impact material choices. - **Expanded Responsible Drinking:** Responsibility messaging is evolving beyond consumption limits to include environmental stewardship, creating space for campaigns that link lifestyle values with purchasing behavior. - **Sensory Sustainability Marketing:** Brand storytelling around sound, touch, ritual, and anticipation offers fresh ways to make renewable materials feel premium, memorable, and emotionally resonant. ### Who This Affects Most - **Wine and Spirits:** Producers can benefit from packaging narratives that position natural materials as signals of craftsmanship, sustainability, and elevated drinking experiences. - **Sustainable Packaging:** Renewable and recyclable material providers are gaining relevance as brands seek packaging components that support circularity while preserving premium product perception. - **Digital Advertising:** Campaigns that blend sustainability education with lifestyle storytelling create new demand for targeted media strategies across social platforms, events, and experiential channels. ## Related on Trend Hunter - [Circular Packaging Partnerships](https://www.trendhunter.com/trends/Circular-Packaging-Efforts.md) - [Sustainable Cork Installations](https://www.trendhunter.com/trends/forest-for-the-trees.md) - [Sustainable Luxury Packaging](https://www.trendhunter.com/trends/Sustainable-luxury-packaging.md) - [Aluminum Sparkling Wine Bottles](https://www.trendhunter.com/trends/ceci-1938.md) - [Eco-Minded Wine Packaging](https://www.trendhunter.com/trends/taylors-port.md) - [Eco Cork Organizers](https://www.trendhunter.com/trends/cork-box.md) - [Sustainable Pendant Lights](https://www.trendhunter.com/trends/corka.md) - [Cork-Forward Exhibition Designs](https://www.trendhunter.com/trends/portuguese-cork-association.md) - [Immersive Cork Installations](https://www.trendhunter.com/trends/casa-cork.md)