A Holistic Approach To Sustainability

Sustainability remains the hot topic for marketers, and existing brands are scrambling to incorporate green sensibilities into their personas. On the horizon are a host of new brands that embrace sustainability at their core. We most recently reported on this trend in the April 2007 issue (archives at www.brandpackaging.com).
Created out of a philosophy for producing products that are mindful of the earth’s resources, 360 Vodka is being introduced as the world’s first environmentally friendly vodka. Developed by McCormick Distilling, the vodka applies advanced eco-friendly production processes and is manufactured in a state-of-the-art distillery that was recently upgraded to reduce fossil fuel energy by 21 percent. In keeping with the brand’s sustainability goals, the packaging is eco-friendly as well.
"We are proud to introduce a 100 percent American vodka produced and distributed in an environmentally friendly manner," says Bill Sullivan, regional vice president southeast division, McCormick Distilling. "We are excited about the contributions 360 Vodka will make in helping to preserve natural resources."
360 Vodka is packaged in an industry-leading 85 percent recycled content glass container (70 percent post-consumer use). All labeling, packaging and promotional materials use 100 percent recycled paper and paperboard along with water-based inks. Outer shipping boxes consist of 100 percent recycled paperboard and are design to promote infinite carton use. Even the bottle’s flip-top closure can be recycled or returned for re-use via an enclosed postagepaid envelope.