In 2022 a travel retail start-up called Sustainaholics noticed that, with sustainability a challenge for us all, travellers weren’t seeing enough of the inspirational brands blazing a trail with sustainable innovations today. So, they joined forces with some leading independent British spirits brands, all driven by a passion to create premium, great tasting drinks that minimise their impact on the planet.
In June 2023 Sustainaholics created and launched the award-winning Alumini®, a light, compact bottle made from 100% recycled European aluminium meaning it’s circular and easily recyclable. As it’s manufactured from 100% post-consumer recycled aluminium, the Alumini® is crucially very different to Virgin Aluminium bottles as its made with recycled aluminium at the end of its current lifecycle, rather than Virgin Aluminium newly extracted from the planet, making it a low carbon choice.
The shatterproof compact design is perfect for travel and delivers significant operational benefits: at less than half the weight of glass it is a lightweight alternative to PET plastic, and the uniquely compact shape is so short it enables airlines to unlock operational and commercial efficiencies by fitting more bottles into restricted spaces available on board.
This industry first spirits miniatures concept launches on March 20th in collaboration with easyJet on board their UK A321 fleet, an airline that is committed to innovation and reducing the impact of its operations. The brands included on these selected easyJet flights are:
Two Drifters, a B Corp Certified, carbon negative rum made in Devon using carbon avoidance and carbon capture technology to ensure each purchase physically removes CO2from the atmosphere;
Penrhos Spirits, small-batch, handcrafted gins distilled in Herefordshire, made with wonky fruity from the family farm;
Ellers Farm Distillery Yorkshire B Corp making their own spirit alcohol from crisp British spirits ( so impressed Ricky Gervais he became the co-owner) and;
Wildjac, an independent distillery creating outstanding spirits using naturally foraged and ethically sourced ingredients.
Penrhos will also be available to buy on board the easyJet Shop in its 70cl 100% recycled aluminium bottle, whilst Wildjac will be available in its 70cl frugalpac bottle. Both bottles are 90% lighter than glass, significantly reducing the carbon footprint associated with being stocked and sold on board.
David Mills, founder of Sustainaholics, commented: “We’re incredibly proud to launch our award-winning Alumini® in this industry first collaboration with easyJet. We have the best possible launch airline in our mission to promote more travelfriendly solutions and showcase the innovation being delivered the UK spirits industry today by independent challenger brands committed to producing great tasting drinks that minimise our impact on the planet.”
Simon Cox, Director of Inflight Retail at easyJet said: “Here at easyJet, we are always looking to enhance our customer experience, whether it’s our delicious on the go food and snacks, duty-free shopping in the air as well as on-board beverages.
“We are delighted to be offering our customers even more choice and variety as we welcome a variety of UK-based spirits affiliated with Sustainaholics to our drinks trolley, while collaborating with a brand that aligns with our approach when it comes to sustainability and innovation”