Started by entrepreneurs Adam Millman and Danny Neeson, De Nada, a New Orleans-based beverage company, has recently launched its blanco and reposado expressions in all-new sustainable and recyclable aluminium bottles. Using aluminium highlights that companies are trying to shift towards a more sustainable and eco-friendly environment.

“In the spirits industry, sustainability should not just be a trend; it should be an expectation. Consumers are increasingly aware of environmental issues and are choosing brands that prioritise sustainability. Ultimately, sustainability isn’t just about making a product; it’s about making a difference. It’s about building a brand that helps preserve our planet for generations to come,” added Neeson.

The company had already been certified as carbon neutral and confirmed to be additive-free. This new packaging is not only eco-friendly but also substantially lighter than traditional glass bottles. De Nada collaborated with the strategic brand design agency Sandstrom Partners to create the new packaging, which includes a 100 per cent sustainable cork sourced from the cork processing group Amorim, along with a wooden cap.

"As a company, our goal is to be as sustainable as possible. Danny [Neeson] and I are always trying to find new ways to improve our environmental impact, and becoming certified carbon neutral was a great first step, but we knew there was more we could do. Aluminium is infinitely recyclable, unlike glass and some other alternative packaging coming to market. It's imperative for us to continually do better," said Adam Millman, co-founder and CEO.

About the new aluminium bottle

The new aluminium bottle will be available in New York, New Jersey, and Connecticut, priced at US$40 for the Blanco and US$43 for the Reposado. These bottles can also be ordered nationwide through De Nada's website and will be featured in select bars and restaurants across the mentioned states.

"The rebranding and new packaging for De Nada Tequila is inspired by the ethos and good will of the entrepreneurs who founded it," Steve Sandstrom of Sandstrom Partners said. "The concept required significant R&D and great patience."

About De Nada

De Nada is crafted from 100 per cent Blue Weber agave by fifth-generation growers and distillers at the Vivanco estate (NOM 11414). The brand was founded by Millman and Neeson, who became friends while roommates at Tulane University in New Orleans, Louisiana, over their shared passion for tequila and sustainable business practices.

The Spirits Business highlighted the advantages of aluminium packaging in its August issue, stating that "aluminium is lightweight, infinitely recyclable, and maintains its quality over time, unlike glass." It also noted that it requires less energy to recycle than glass. However, some consumers have reservations, such as the inability to see the colour of the spirit and the perception that heavier packaging equates to higher value.