Chapter 9 – Canned Wine Co. is now Butterfly Mark certified!
Canned Wine Co. has been awarded Positive Luxury’s coveted Butterfly Mark, which is only awarded to the luxury brands meeting higher and higher standards for people and nature.
We’re proud to announce that Canned Wine Co. is now Butterfly Mark certified!
To earn this mark, we had to undergo a comprehensive assessment from Positive Luxury built on all areas of sustainability: Environment, Social, Governance and Innovation. This award is only given to those meeting higher and higher standards for people and nature. We achieved an overall rating of ‘70 – Good’, 40% above the certification standard.
The award sees Canned Wine Co. join other luxury brands like Bamford, Belvedere, The Macallan, Needle & Thread, and Garrard.
Our score breakdown:
Environment | 59% total score
Social | 59% total score
Governance | 88% total score
Innovation | 89% total score
Amy Nelson-Bennett, CEO of Positive Luxury, said: “We are delighted to announce that Canned Wine Co. has been awarded the Butterfly Mark. From prioritising sustainability throughout its procurement process and implementing an Environmental Management System, to defining a clear impact strategy with KPIs to supporting local entrepreneurs in Bath and co-founding a trade association for wine traders championing alternate formats, Canned Wine Co. is leading the premium drinks industry through actionable change with people and nature at the heart. Positive Luxury is privileged to recognise them as a real changemaker.”
Highlight Areas:
ENVIRONMENT
Sustainable Procurement
Canned Wine Co. demonstrates a robust commitment to sustainable procurement practices by prioritising transparency and integration of sustainability requirements throughout their supply chain. Sustainability considerations are seamlessly integrated into the procurement process from planning to continual improvement, emphasising the importance of environmental, social, and governance (ESG) factors. Beyond meticulously maintaining supplier records when it comes to production, Canned Wine Co. have implemented an Environmental Management System (EMS) to assess key ESG areas, which they continuously update through supplier self-assessment questionnaires. They exclusively collaborate with winemakers who prioritise land stewardship and sustainable vineyard practices, favouring regenerative or organic methods to minimise environmental impact. To mitigate transport emissions, wines are sourced solely from Europe and bulk shipped directly from the winery to the canning site. Regular in-person meetings with winemakers ensure ongoing supply relationship management and enable site audits for adherence to standards.
GOVERNANCE
Sustainability Purpose
Canned Wine Co. serves as an industry example in its purpose-driven approach. The brand’s clearly defined impact strategy prioritises responsible sourcing and supply chain design, product design, key partnerships, developing employees and promoting sustainable lifestyles. Their governance KPIs include facilitating internal training for staff covering topics like sustainability, DEI, mental health awareness, energy conservation, and digital footprints. The brand has implemented a comprehensive sustainability action plan with clear KPIs and ESG targets, ensuring measurable progress. Sustainability remains a permanent item on the leadership agenda and transparent communication about the brand’s efforts underscores their dedication to positive impact. Additionally, they’ve cultivated an inviting culture, attracting top talent and solidifying their role as a local employer of choice.
SOCIAL
Community Involvement
Community involvement is another top priority for Canned Wine Co. particularly when it comes to local education, culture and positive industry influence through policy advocacy. The company maintains a close relationship with the University of Bath to encourage knowledge sharing and placement opportunities. This extends to supporting and inspiring the wider student and alumni community, by participating in CV reviews, interview workshops, career panels and business showcases.
Canned Wine Co. started a local network of entrepreneurs in Bath and co-founded a trade association for wine traders championing alternative formats. The brand also engages with the Wine and Spirit Trade Association, local MPs and industry-wide campaigns that support SMEs in the wine and hospitality industries. As part of its wider sustainability strategy, Canned Wine Co. has implemented two days of paid volunteering per annum for employees. Local, sustainability-focused charity partners are chosen for the team day and employees can dedicate another day to activism or volunteering aligned with personal sustainability passions.
ENVIRONMENT
Packaging Innovation:
Core to Canned Wine Co.’s business model is championing premium wines in alternative packaging – aluminium cans. By sourcing high-quality, unusual grape varieties directly from top European winemakers and innovating in the shelf life of canned wines, Canned Wine Co. is able to push the boundaries of what premium wine means, creating a new market category in the UK. This has led to recognition from Decanter, Harrods, The National Trust and a limited edition with The National Gallery.
Multi-sensory labels reflecting the wine inside help consumers confidently try canned wine and explore new grape varieties. Smaller serve sizes further help de-risking the decision to try wines at more premium price points. For trade customers, wine-in-cans improve the speed of service, reduce storage requirements, breakages and wastage across their operations.
Aluminium cans have a lower carbon footprint compared to traditional glass bottles and have a high recycling rate in the UK and continental Europe. Canned Wine Co. collaborates with Every Can Counts to encourage the responsible disposal of cans for recycling.
Find out more about our Butterfly Mark certification here.
