[ sustainability ]
O-I GLASS AND CASSELS: RESILIENCE IN THE FACE OF ADVERSITY O-I Glass have collaborated with award-winning Cassels Brewing Co. to make this video. While it was created before the impact of COVID-19 was felt in New Zealand, its message about resilience and success in the face of adversity are highly relevant. In the video Cassels describes finding a pathway to business recovery after the 2011 earthquake in Christchurch while retaining its core values of sustainability and community, and the importance infinitely recyclable glass plays in that process. The Christchurch earthquake had a huge impact on Cassels’ business. However, opening a new venue called The Tannery shortly after the earthquake helped to create a muchneeded sense of community. “Our earthquake experience showed us that the hospitality sector can come back strongly and that we can create our ‘in person’ community again,” says Zak Cassels, co-owner of Cassels Brewing.
The use of glass packaging was a key part of Cassels’ recovery as it purposefully and consciously implemented sustainability initiatives that support the community and the environment where it operates. “Awareness of the benefits of using infinitely recyclable glass is continuing to grow,” says Bayard Sinnema, Strategic Marketing for O-I Glass. “Cassels were delighted to find that O-I’s amber bottles contain up to 75% recycled glass, as it aligns with their aim to sell products that represent their contribution as environmental custodians within their community.”
COVID-19 impact
Cassels’ amber bottles contain up to 75% recycled glass
Cassels is delivering and supplying to supermarkets as normal during lockdown, plus supplying its products nationally through its online shop. At Level 3 and 4, off-licence premises who run a contactless delivery service can also stock the Cassels range.
Glass: Crafting a better future As you’ll be able to see, we made this video before the impact of COVID-19 was felt in New Zealand but we hope that its message about resilience and success following adversity are relevant. In it we talk about how we pivoted as a business after the Christchurch earthquake in 2011. Sustainability and the use of glass packaging was a key part of our post-earthquake recovery as we purposefully and consciously implemented sustainability initiatives to support both our community and the environment in which we operate.
Our earthquake experience showed us that the hospitality sector can come back strongly and that we can create our ‘in person’ community again. In the meantime you can be a part of our community and enjoy Cassels beer at home. As we say in the video, breweries need communities, and you are part of ours.
Contact details: www.cassels.nz • beerorders@casselsbrewery.co.nz • 0800 667 789
