The vote which took place this week on the new PPWR (Packaging and Packaging Waste Regulation) failed to exempt spirits from re-use obligations, a surprise move that would put well-established sustainability practices at risk and undermine brand identity and competitiveness, particularly of SME producers. In addition, the adopted provisions on packaging minimization would further threaten the sector’s iconic bottle diversity. 90% of spirits bottles are glass bottles. You probably heard me saying already that the liquid is the real gift. You need to put it in a packaging that conveys the high value, complexity, and premium nature of the product, and glass is clearly the tool of choice to convey that to the consumer.
We are greatly concerned that the structural realities of the spirits sector have not been adequately considered. Ahead of the upcoming vote in Plenary, we call for further amendments to ensure the continued exemption from mandatory re-use targets and improve the protection of the iconic designs of our spirits bottles.
The European Commission, in its Impact Assessment and legislative proposal, has made it clear why exempting spirits from mandatory re-use targets is the most sensible and most sustainable approach. We are very surprised to see the Parliament deviate from that line. Compared to other alcoholic beverages, spirits typically move in significantly lower volumes, at much slower speed, and over longer distances, hence mandated re-use is not the tool of choice from a sustainability point of view.
Contrary to popular belief, bottle diversity as we know it today cannot be maintained under a mandated re-use system. Such a scheme will kill off designs but won’t help to decarbonize the EU. In other words, we are facing an unretrievable loss of bottle diversity and craftmanship in spirits, which will also negatively impact the 60% of bottles that go into export.”
In addition, the sector remains deeply concerned that Intellectual Property rights for packaging are insufficiently protected in the text adopted by the Committee. Under the ENVI provisions, bottles for spirits drinks will de-facto be standardised, and creative designs and iconic shapes will gradually disappear.
Speaking of designs, we appreciate the ENVI Committee’s attempt to safeguard design in the future. However, the current wording won’t ensure that. In the Plenary, it will be important to make sure that Intellectual Property rights, not just design rights, are adequately protected from mandatory minimisation requirements.
Ulrich Adam, Director General*
*In his capacity as permanent representative of SPRL ADLOR Consulting
