Sustainability goals have affected the use of plastic packaging in the beverage market, and experts note how brands have handled that shift in preference.
Experts say factors like environmental concerns, lifestyle preferences, visual marketing strategies, product quality considerations, craft beverage trends and the efficiency of aluminum recycling processes are causing brands to turn to aluminum packaging.
As beverage brands scale, challenges rarely emerge because demand disappears. More often, they surface when the operating model that supported early success is asked to stretch into the next phase of growth.