Raising the Bar: How Avallen Calvados Leads the Way in Eco-Friendly Liquor
Redefining the spirits industry with its innovative approach to sustainability, proving that enjoying fine liquor and preserving our planet can go hand in hand.
09 April 2024
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Photo Caption:Avallen, in addition to offering glass bottles, also utilises paperboard bottles produced by Frugalpac | Image Courtesy of Avallen Spirits
Liquor/spirits are among those food products that are challenging to make sustainable due to the inherent nature of their production, distribution, and packaging processes. However, Avallen Calvados demonstrates that sustainability is not only achievable but is also the preferred direction for the foreseeable future.
Avallen which called themselves a ‘planet positive’ spirit is a brandy-like tipple and is made from just three things: apples, water and time. Co-founder Tim Etherington-Judge says since 2019, they have been applying innovative, sustainable methods to make their award-winning spirit brand sustainable from blossom to bottling.
Photo caption: Avallen Calvados in Frugalpac bottles are environmentally friendly. Courtesy of Avallen Spirits
Traditionally, glass has been the preferred material for liquor packaging. Although it has a lesser environmental impact than plastic containers, glass bottles still contribute to the problem of leftover containers. Since glass bottles are often used only once, finding a way to dispose of them becomes necessary. In terms of production, creating glass requires significant amounts of energy, sand, and water. Furthermore, the process of recycling glass is highly energy-intensive, which diminishes the benefits of recycling.
Photo Caption: Avallen Calvados in Frugalpac packaging. Courtesy of Avallen Spirits
One solution to this issue is the adoption of innovative packaging that has a smaller carbon footprint and a reduced negative impact as leftover packaging. Avallen, in addition to offering glass bottles, also utilises paperboard bottles produced by Frugalpac. The Frugal Bottle boasts a carbon footprint that is only one-sixth and a water footprint that is only one-fifth of that of a regular glass bottle.
Breaking it down, the Frugal Bottle is sustainable in three key ways:
- It reduces carbon dioxide emissions, sand usage, and water consumption during bottle production.
- It lowers transportation emissions due to the bottle’s lightweight (only 81g when empty), resulting in reduced fuel consumption.
- It decreases emissions related to recycling, as paper and plastic require much less energy to recycle.
In addition, the Frugal bottle has greater durability than glass bottles which can break or shatter from rough treatment during transportation.
Photo Caption: Avallen founders Tim Etherington-Judge and Stephanie Jordan. Courtesy of Avallen Spirits
Regarding the product and manufacturing aspect, Avallen chose to produce calvados because this apple-based liquor aligns best with their sustainability model. “Steph (Avallen’s co-founder Stephanie Jordan) and I researched the environmental impact of the raw materials used to make spirits across several metrics, and came to the conclusion that apples, grown in traditional orchards, are by far the best,” said Etherington-Judge. Apples require no irrigation and only need water for washing, which significantly reduces water usage. It takes only 1.2 litres of water to produce 70 cl of Avallen. With no added sugar, caramel, or other ingredients, the result is crisp, floral, and natural calvados.
Photo Caption: Avallen Calvadoes consists of 40 types of crab apples. Courtesy of Avallen Spirits
Avallen Calvados is made from 40 different types of crab apples, which, although not typically found in supermarkets, are ideal for calvados. The company’s distillery is located in Normandy, a region renowned for its cider, perry, and, of course, calvados.
“The orchards are mosaic habitats, containing three different habitats within a single farming system (agroforest, meadow, hedgerow), and have many times more biodiversity than monoculture farming systems. Additionally, no artificial pesticides or fertilisers are used in the orchards,” added Etherington-Judge.
Photo Caption: Avallen Spirits is passionate about conserving the bee population by supporting initiatives like the Bumblebee Conservation Trust and Kabloom. Courtesy of Avallen Spirits
If the above isn’t enough, Avallen has even more to boast about: its corporate social responsibility through involvement in bee preservation efforts. Avallen supports initiatives like the Bumblebee Conservation Trust and Kabloom. The company’s website publishes its LCA (Life Cycle Analysis) and the annual ‘Bee More Report’, which include information on bee conservation and other sustainability topics.
Photo caption: Avallen chose to produce calvados because this apple-based liquor aligns best with their sustainability model. Courtesy of Avallen Spirits
Avallen commissioned the independent Dutch company EcoChain to measure both carbon dioxide emissions and the water footprint, which are then benchmarked against other spirits categories.
Photo caption: ecoSPIRITS and Avallen Calvados. Courtesy of ecoSPIRITS
Avallen is also distributed through the ecoSPIRITS circular economy system for bars, which significantly reduces glass usage and lowers the carbon footprint. “We’ve been a global partner with ecoSPIRITS since they launched the program and are offering Avallen in ecoTOTES in more and more markets including Hong Kong, Singapore, UK, Netherlands, and Spain with more to come,” said Etherington-Judge.
Photo caption:Cocktails with Avallen Calvados. Courtesy of Avallen Spirits
Although Avallen is a leader in sustainability within the industry, it does not rest on its laurels. The company is continually seeking ways to enhance and broaden its impact across all areas it touches. By collaborating with its partners, manufacturers, and the hospitality industry, Avallen strives to become the most planet-positive spirits brand.
Avallen strives to show people they can enjoy delicious drinks without giving the planet a hangover, and other craft spirit distillers can take a leaf out of their sustainable books.
Author: Rhia Grana
Rhia Grana has been a lifestyle journalist in the Philippines for over two decades. She currently works at ANCX, the lifestyle and culture website of ABS-CBN News Channel, a prominent news organisation in the country. She’s passionate about writing about interesting personalities, culture, trends, health, and travel.
