Why Does This Family-Owned Soda Company Still Use Returnable Glass Bottles?

In an era where plastic reigns supreme, Twig's Beverage stands out as a bastion of tradition by continuing to sell its soft drinks in returnable glass bottles. This family-owned company, based in Shawano County, Wisconsin, has maintained a nostalgic connection to the past with its sustainable practices, offering a unique alternative to the widespread use of disposable plastics.

Last updated: 10 October 2023 (BST)

What’s happening now

As environmental concerns around plastic waste grow, Twig's Beverage continues to thrive by embracing an old-school bottling tradition. With the overwhelming statistic of 127 billion plastic bottles purchased in the US each year, Twig's commitment to returnable glass bottles not only helps reduce waste but also fosters a sense of community. Customers can pay a deposit for cases of returnable bottles, which they can refill directly at the factory, a practice that is becoming increasingly rare.

Key takeaways

Twig's Beverage uses returnable glass bottles, bucking the plastic trend.
The company has been family-owned since its inception in 1951, now celebrating 75 years.
Sun Drop, a citrus-flavoured drink, is among its signature products made with real sugar.

Timeline: how we got here

The journey of Twig's Beverage can be traced back to the following significant milestones:

1940s: Development of Sun Drop in Missouri.
1951: Twig's Beverage established by Floyd Hartwig.
1986: Floyd's son, Dan, takes over to keep the family business alive.
2017: Launch of Sun Drop Dayz, a community event celebrating local culture.
2023: Twig's celebrates its 75th anniversary, continuing its traditions.

What’s new vs what’s known

New this week

As Twig's aims to expand its distribution across the Midwest, it seeks to introduce its own-name fruit sodas while maintaining its commitment to glass bottling. However, these new sales will not feature the returnable system due to logistical challenges in collecting bottles from customers in different states.

What was already established

Previously, Twig's was known for its returnable glass bottle system, which allowed customers to pay a deposit and receive refunds upon returning the bottles. This practice, once common, has diminished significantly due to the rise of plastic packaging. Twig's remains one of the few manufacturers to continue this tradition, alongside its use of real sugar in its sodas.

Impact for the UK

Consumers and households

While Twig's Beverage operates in the US, its practices resonate with UK consumers who are increasingly aware of the environmental impacts of single-use plastics. The company’s model showcases a sustainable alternative that could inspire similar initiatives in the UK, where policies are being implemented to reduce plastic waste.

Businesses and jobs

Twig's Beverage employs around 20 people, contributing to local employment in Shawano. As the company grows, it may create additional jobs, particularly in distribution and production, benefiting the local economy.

Policy and regulation

The success of returnable bottle systems may influence UK policymakers to consider incentives for similar practices. As the UK government pushes for environmental sustainability, initiatives that promote glass bottle systems could gain traction in the beverage industry.

Numbers that matter

127 billion: Estimated number of plastic bottles purchased in the US each year.
75 years: Twig's Beverage has been in operation since 1951.
$20 (£15): Deposit charged for a case of 24 returnable glass bottles.
$6.5 million (£4.8 million): Annual revenue generated by Twig's Beverage.
20: Number of people employed at Twig's Beverage.

Definitions and jargon buster

Returnable glass bottles: Reusable bottles that customers can return for a deposit refund after purchasing a beverage.
High fructose corn syrup: A sweetener made from corn starch, often used in soft drinks.
Sun Drop: A citrus-flavoured soft drink originally developed in the 1940s.

How to think about the next steps

Near term (0–4 weeks)

As Twig's continues to expand its distribution, consumers can expect to see more of its products in local stores across the Midwest. The company will also be focusing on maintaining the quality of its offerings while managing costs effectively.

Medium term (1–6 months)

In the coming months, Twig's will likely explore partnerships with new distributors to promote its own-name sodas. There may also be opportunities for community engagement through local events and initiatives that highlight sustainable practices.

Signals to watch

Expansion announcements of Twig's distribution reach.
Changes in consumer preferences towards sustainable packaging.
Legislative developments in the US and UK regarding plastic use and recycling.

Practical guidance

Do

Support local businesses that promote sustainable practices.
Consider the environmental impact of packaging when purchasing beverages.
Participate in community events that promote recycling and sustainability.

Don’t

Don’t overlook the importance of supporting traditional bottling systems.
Don’t assume that all beverage companies are adopting sustainable practices.
Don’t forget to recycle bottles when not participating in a returnable system.

Checklist

Research local beverage companies that use sustainable packaging.
Engage with community initiatives focused on recycling and sustainability.
Monitor changes in legislation regarding plastic bottle usage and recycling.
Evaluate personal consumption habits concerning single-use plastics.

Risks, caveats, and uncertainties

While Twig's Beverage continues to thrive, fluctuating prices of ingredients like sugar pose significant risks. The company has to navigate these challenges while maintaining its commitment to quality and tradition. Additionally, the broader beverage industry's shift towards plastic could pose a long-term threat to its returnable bottle model, particularly as consumer preferences evolve.

Bottom line

Twig's Beverage exemplifies a successful integration of tradition and sustainability in the modern beverage market. Its commitment to returnable glass bottles and community engagement sets it apart from larger brands that favour plastic. As Twig's looks to expand while holding onto its roots, it highlights the potential for similar businesses to thrive in an increasingly environmentally conscious marketplace.

FAQs

What is Twig's Beverage known for?

Twig's Beverage is primarily known for its Sun Drop soft drink and its commitment to using returnable glass bottles, a practice that promotes sustainability.

How does the returnable bottle system work?

Customers pay a deposit for cases of returnable glass bottles and can get their money back when they return the bottles to the store or factory.

What challenges does Twig's Beverage face?

Fluctuating ingredient prices, particularly for sugar, pose a significant challenge for Twig's Beverage as it seeks to maintain competitive pricing while upholding quality.