Ask the Collective
The questions independent drinks founders ask most — answered. Distilled from years of community knowledge so the good stuff never disappears in the feed again.
How should drinks brands approach sustainability as a strategic business consideration?
Sustainability is increasingly table-stakes rather than a competitive advantage in the drinks industry. Members report it's now a baseline customer expectation rather than a selling point, and most established brands have made it central to their business strategy. Key approaches members are taking: - **Integrate into core strategy** — Make sustainability central to future decision-making and new product development (NPD) from the outset, not as an afterthought. - **Avoid greenwash** — Members emphasize it must be genuinely important (personally and professionally) rather than superficial messaging; authenticity matters. - **Treat as table-stakes** — The consensus is "everyone is doing it these days," meaning sustainability is now an expectation rather than a differentiation tactic. Caveats: The community discussion suggests this is a live, evolving conversation. Members are actively discussing how to implement sustainability meaningfully rather than how to use it as a marketing angle, indicating the landscape is still maturing.
What should drinks suppliers and founders know about the CMA's new greenwashing enforcement powers coming into effect in April?
The CMA introduced new powers effective from April 6th to enforce stricter rules against exaggerated or false sustainability claims, with the ability to fine companies found to be complicit in greenwashing. - **CMA enforcement** — The regulator now has powers to fine companies making misleading sustainability claims. Members recommend reviewing all product claims, marketing copy, and supplier assertions about environmental credentials to ensure they are substantiated and not exaggerated. - **Further guidance available** — One member who specialises in this area has written an explainer and is available to discuss the legislation in detail with anyone needing clarification on what the new rules mean for their business. **Caveats:** This is an active enforcement area, and the CMA is taking greenwashing seriously. Drinks companies should audit their sustainability messaging proactively to avoid exposure.