Barcelona's Sustainable Revolution

Hi everyone and welcome to the interview and analysis corner! This week, we’re going to hear from our beloved beverage guru: Megan Dewhirst.

She’s giving us her thoughts on a recent sustainability summit in Barcelona that aimed to show how zero-waste and sustainability in the world of mixology is, in fact, possible!

Let’s dig in.

Hi there, Meg speaking.

Last weekend, cocktail bar and renowned sustainability leader - Paradiso - partnered with Ketel One Vodka to host their third annual sustainability summit at the Palo Alto market in Barcelona to discuss the ways in which bars can improve their sustainability game.

The organiser of the event - Giacomo Giannotti - is a legend in his own right, having introduced various zero-waste practices to his own venues, such as reusing plastic waste for bottle openers and serving trays!

The place to be

Palo Alto, usually a bustling and communal market in Barcelona, welcomed international speakers, workshops from industry masters - like Don Julio and Discarded Spirits - and open dialogues with local farmers. 

The market was also packed with legends like the Athens-based, zero-waste drinks establishment, Bar in Front of the Bar, and the Norwegian giant, Himkok, which took home the “Ketel One Sustainability Award” in 2018.

What’s at stake?

From individual to fashion sustainability, no topics were left untouched over the weekend. And seeing major drinks brands share the stage with local producers in an effort to find a path to zero-waste was incredibly uplifting.

Because, when it comes to sustainability in the beverage industry, many problems start with both a lack of transparency and greenwashing throughout the supply chain. 

Indeed, greenwashing - when companies mislead customers by falsely advertising their environmental integrity - has become much more frequent in the bar world.

Whether using slogans such as “working to reduce food waste” or general terms like “eco-friendly”, it really makes genuine sustainability progress difficult to achieve.

On top of that, recent research has shown that more than 70% of companies list “supply chain complexity” as a barrier to achieving their sustainable and financial objectives.

Bars are no exception as they can unknowingly absorb the environmental costs of suppliers through their purchases, from alcohol distributors to cleaning wholesalers.

Hopefully, events like these, where there is an emphasis on creative exchange and transparency, will force all cogs in the supply network to reassess their commitments and actions.

What caught my eye

Having eagerly kept track of the whole summit, it is difficult to pick a standout event. 

However, Margarita Sader’s hospitality clothing brand, MS Bartrends, really did impress me. The Barcelona-based atelier hand-makes bar-wear - aprons and bowties - from entirely recycled, sustainable, and organic products. 

Margarita and her aprons showed how just simple fixes can be really effective in promoting sustainability in the beverage industry.

What next?

Research from Nutritics has shown that 34% of restaurants and bars are willing to spend more money on brands with sustainability credentials. So, the drive to make sustainability a key feature of the hospitality supply chain is clearly there.

This summit in Barcelona - where all the major players of the beverage industry were present - has shown the numerous ways in which to approach the subject with each bartender, supplier, and advocate offering their unique insight.

And if these dialogues can remain open in hospitality and transparency can be at the forefront of people’s minds, tangible solutions to the issue of sustainability and zero-waste will no-doubt be found.