Bacardi is expanding its partnership with ecoSPIRITS, a company developing a system for reusable packaging and the distribution of spirits. The new global licensing agreement follows a pilot project in 2023, when Bacardi became the first spirits producer to use ecoSPIRITS’ technology to distribute spirits on cruise ships. Bacardi now has access to the entire ecoSPIRITS technology platform, and both companies aim to extend its use to other sectors and operating environments.
For the hospitality sector, the principle behind the system is particularly interesting. Instead of distributing spirits in individual single-use glass bottles, ecoSPIRITS uses reusable ecoTOTE containers. In practice, the product is dispensed using the SmartPour system. The platform also includes ecoPLANT for local filling and CircularONE, a software platform designed to manage and monitor the circular distribution system.
From a pilot project on cruise ships to wider adoption
The first collaboration between Bacardi and ecoSPIRITS began in August 2023. The pilot programme was launched on Carnival Cruise Line ships with BACARDÍ Carta Blanca rum. Cruise ships presented a specific environment for the technology: high consumption volumes, limited storage space, complex logistics, and the need to maintain consistent product quality during day-to-day operations.
According to data from both companies, use of the system since 2023 has eliminated more than 130,000 single-use glass bottles and more than 82 tonnes of packaging waste. These figures relate to the specific pilot project, not to all ecoSPIRITS activities.
The experience gained in the cruise ship environment is important for the further roll-out of the technology. The new agreement establishes a framework for the potential use of the system by other Bacardi brands, across additional distribution channels and in other types of operations. The companies specifically mention, for example, resorts and large-scale hospitality establishments.
Bacardi was also directly involved in the development of the new ecoTOTE 3.0SC Cruise Edition container. This has been adapted for use in the demanding maritime environment, featuring, among other things, greater resistance to corrosion and compliance with the hygiene requirements applicable to cruise ship operations. The new agreement is also set to continue this technical collaboration.
Less glass in distribution, a different way of working behind the bar
The ecoSPIRITS technology primarily addresses the volume of single-use glass generated during the distribution of spirits to bars, restaurants, and hotels. The manufacturer states that, compared with traditional distribution, its system can significantly reduce the amount of glass and cardboard while also lowering emissions associated with packaging and its transport. Across the entire ecoSPIRITS system, the company reports a reduction of up to 95 per cent in physical waste from glass and cardboard, and a 60–90 per cent reduction in the carbon footprint of packaging and distribution. These figures are the technology’s declared parameters, not the result of a specific collaboration with Bacardi.
For the bar or restaurant itself, the change is primarily logistical. The spirit is not supplied in traditional bottles, but in a sealed, reusable system. Once filled, the ecoTOTE is sealed and, upon delivery, connected to the dispensing system. SmartPour then enables the product to be dispensed directly while drinks are being prepared. The empty container is subsequently returned to the system rather than ending up as single-use glass waste.
The significance of the technology is therefore not merely environmental. It can also change the way establishments store, handle, and order spirits. Particularly in bars with high spirits consumption, the difference between individual glass bottles and a larger returnable container can be significant in terms of waste volume, handling, and the space required for storage.
Bacardi aims to roll out the model across its portfolio
The new agreement does not mean that all Bacardi brands will automatically switch to the ecoSPIRITS system. However, it creates a global framework within which the company can test the technology and, where appropriate, roll it out to other brands, distribution channels, and types of premises. Bacardi’s portfolio includes, among others, BACARDÍ, GREY GOOSE, PATRÓN, MARTINI, DEWAR’S, and BOMBAY SAPPHIRE.
For ecoSPIRITS, the collaboration with Bacardi represents another significant step in the expansion of the system. According to the company, the technology is currently in use in dozens of countries, and its network encompasses thousands of bars, restaurants, hotels, and other venues. Its partners also include other major spirits producers, such as Rémy Cointreau and Pernod Ricard.
The expansion of the partnership with Bacardi fits into a broader trend whereby beverage producers are seeking alternatives to single-use bottles directly within the distribution chain. For the hospitality sector, it may be particularly interesting that such systems are gradually moving from pilot projects into regular operation and are beginning to be tested in environments characterised by high consumption and complex logistics.
The new agreement between Bacardi and ecoSPIRITS does not in itself signify a widespread replacement of glass bottles. However, it points to the direction in which part of the drinks industry is heading: away from single-use packaging towards a reusable distribution system that links the producer, distributor, and end-user hospitality establishment into a single, more integrated system.
