The Monthly Mash: November 2020

In honor of our inaugural Craft Spirits Packaging Awards, we reached out to Scott DeFife, president of the Glass Packaging Institute (GPI)—the trade association that represents the nation’s glass bottle suppliers and sponsor of our Awards—to address some of the major trends and issues within the glass container space, heading into 2021.

How has the pandemic impacted the glass packaging industry and how do you expect it to continue to impact it in 2021?

Scott DeFife: Glass manufacturers and recyclers quickly responded to the societal and economic effects of the pandemic. The manufacturing industry was quickly deemed an “essential business,” by the U.S. Department of Homeland Security. GPI’s member companies have since met the challenge and rising demand in the food and beverage industry, as a critical part of the supply chain. A significant increase for in-store grocery purchases in 2020 has given the glass packaging industry a unique opportunity to remind the general public of the long-term sustainability of glass packaging for food and beverages.

One major hurdle the packaging industry faced as a response to the pandemic was the halt of bottle redemption (a.k.a. “bottle bill”) programs in the 10 deposit states. The abrupt pause to these programs prevented consumers from returning their glass bottles, jars and other containers to retailers and caused a backlog in communities across the country. With the majority of the industry’s recycled glass coming from these programs, GPI led a rapid response with other material packaging partners to return these programs to operational status in a safe and expeditious manner.

This issue also served as a reminder to the larger packaging industry that recycled glass is absolutely critical for the production of new and sustainable glass products. The challenge presented also brought forth the need for investment to improve the overall recycling infrastructure, to expand upon the current collection systems, and improve the resiliency of the bottle deposit system and increase the quality of glass and all other recyclables collected in single-stream systems.

As we move toward 2021, I believe that the glass packaging industry will remain a top supplier of packaging materials for grocery stores and that consumers will continue to turn to glass for their safe and sustainable packaging needs.

What are packaging suppliers doing to reduce their carbon footprints?

The number one way to reduce carbon footprint with regard to glass is the increased use of recycled glass in the manufacturing process. Recycled glass is always part of the recipe for glass, and the more that is used, energy costs at the plant are decreased, along with greenhouse gas emissions. It is truly a win for both the company and the environment. The glass industry is also investing in a new generation of efficient furnaces, and glass companies also continuously seek ways to offset transportation-connected emissions, throughout their supply chain routes and in partnership with their customers.

What are the greatest opportunities for spirits producers?

Glass container manufacturing companies have placed an emphasis on flint (clear) glass, production, as they continue to broaden packaging options for spirits companies, and there are new printing and decoration technologies coming online. For American craft spirits producers, your North American glass manufacturing suppliers are domestic, nearby and ready to meet your bottling needs.

GPI member companies have also moved in recent years to more flexible and tailored production lines, enabling them to switch out bottle molds to provide unique options for spirits customers. All of the major multi-state producers have robust spirits lines, and the scheduled opening of the Arglass Yamamura glass container plant in Georgia by the start of the new year reflects the continued strength of glass, increased demand and options available to spirits producers. The ability for craft spirits companies to purchase unique bottles directly from glass manufacturing companies of all sizes enables them to get their product to market quicker and improves their overall supply chain efficiencies.

Craft spirits producers have taken a significant hit this year. Do you see that affecting their investment in packaging innovation or do you expect them to double-down on innovation because it’s more critical than ever to stand out on the shelf?

We have seen an incredible response from your industry to COVID. The spirits industry commitment to community should be applauded. Innovation, options and investment in glass bottle design for spirits brands continues to increase and should help your marketing efforts going forward. Spirits companies have long recognized the inherent and premium qualities that glass offers to showcase their products. Brands of all food and beverage packaging understand that choosing glass bottles and jars is in line with their sustainability goals. With increasing attention being paid to rising waste and plastic pollution, glass packaging remains an environmentally friendly and innovative option for craft spirits producers.

What are some of the recurring themes you see, in terms of packaging, within the spirits market? What are craft spirits producers looking for in their bottles? What are their most common requests? 

Increasingly, large and small batch craft spirits producers are seeking ways to have their bottle stand out on the shelf and bar display. In addition to increasingly intricate bottle design options, producers are exploring creative spaces in labeling, as they work with supply companies to provide the finishing touches to showcase their spirit. In addition to applied ceramic decorating and pressure sensitive labeling standards, producers are also looking at acid etching, medallion application and spray coating technologies to enhance their standing with consumers.

What do you see as 2021’s biggest packaging trends? 

One of the most significant packaging trends in 2021 will be product sustainability. Brands are helping to drive this effort, with company sustainability goals and other efforts to reduce their environmental footprint throughout the supply chain. Glass is well positioned among packaging to assist them in these efforts, with an endlessly recyclable package, and an average recycled glass content at roughly 30% nationwide that we are working to increase to meet brand objectives. This is an area we can make progress on together.