AN ‘industry first’ spirits miniatures concept has launched in a collaboration between retail start-up Sustainaholics and easyJet.
In 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.
Explaining that, because it’s made from 100% post-consumer recycled aluminium, the Alumini is ‘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 described as perfect for travel and delivers ‘significant’ operational benefits, Sustainaholics explained. The firm added that it is less than half the weight of glass and is a lightweight alternative to PET plastic, while 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 launched this month in collaboration with easyJet on board the UK A321 fleet. One brand using the bottles is 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, creator of small-batch, handcrafted gins distilled in Herefordshire, made with wonky fruit from the family farm, is also utilising it, as is Yorkshire-based and B Corp certified Ellers Farm Distillery, which has announced a new orange flavour miniature for its Y-Gin brand which will be exclusively available aboard easyJet flights.
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.
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 travel- friendly 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, added, “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.”
