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Balancing responsibility with brand image

In a YouGov poll from 2022, 10% of women and 5% of men said they had been spiked. Greater awareness of the prevalence and the dangers of drink spiking in social settings means greater demand for more ethical drinkware. However, customers do not want to sacrifice convenience for these extra safety measures.

It is clear that more needs to be done in response. Spiking presents a dilemma for venues and beverage brands: how to implement safety measures without the negative association with the issue. Recent internal HH Global research on the topic found that there was an unwanted connection with spiking among major drink brands.

The shortcomings of traditional drinkware

The open design of traditional receptacles such as glasses and cups leave them vulnerable to drink tampering. In nightlife settings in particular, this makes it easy for substances to be added. Furthermore, this drinkware is often fragile and unsuited to ‘high-energy’ crowded social environments, leading to breakages and injuries.

Such limitations have spurred demand for more secure and practical alternatives that address both the risk of drink spiking and the inconvenience of spills.

Innovation for convenience and safety in drinkware

Multiple innovative drinkware solutions are now available, offering protection while being easy to use and carry.

• Anti-spiking covers: These products are designed to securely cover drink openings, allowing only a straw to pass through, similar to low-cost, environmentally friendly Costa- or Starbucks-style receptacles. Other protective solutions include an anti-spiking cork which fits snugly into bottle tops, and reusable plastic or silicone caps that can be used as lids when drinks are not being consumed. These can be added to a keychain for extra convenience.
• Anti-spill designs: These include cups and glasses designed to prevent spills and leaks, such as the anti-spill cup made from environmentally certified materials that seal drinks securely. Some designs, like the disco-ball cup, also discourage placing drinks down, which can indirectly help prevent spiking.

These innovative drinkware solutions offer significant safety benefits, providing a more enjoyable and worry-free drinking experience for consumers. However, adoption remains limited to larger venues and chains. And for many solutions on the market, the onus is on the consumer to obtain them.

The ethical mandate for beverage companies

Beverage companies are increasingly acknowledging their ethical responsibility to protect consumers, with some seeking innovative drinkware solutions as part of their commitment. This shift toward ethical product design involves a deeper level of corporate accountability, focusing not only on enhancing consumer safety but also on driving sustainability.

These efforts include partnerships with companies specializing in protective drinkware, like DrinkSafe, and integrating ethical drinkware into mainstream use. Such partnerships are crucial to improving company reputation and promoting corporate social responsibility (CSR) in the beverage industry.

Balancing profit with ethical considerations is complex. While beverage companies need to remain profitable, there is a growing recognition that they must also invest in and promote convenience and safety in drinkware. Incorporating safety features often involves using advanced materials and technologies that are aligned with the companies’ sustainability missions. For instance, using recyclable materials that also meet high safety standards can help companies maintain a positive sustainability profile while addressing consumer safety concerns.

The role of regulation and advocacy

Though there are no formal safety regulations in the beverage industry, bars and nightclubs are increasingly training staff to address issues and enhancing security. Some venues even offer wristbands that detect spiked drinks. Beverage brands are also supporting these efforts by educating customers on the risks and signs of drink spiking.

Despite these efforts, more oversight is needed. Mandatory anti-spiking technologies, regular audits and stricter penalties for non-compliance could improve safety and promote responsible business practices. Transparency about safety measures also helps create a safer, more enjoyable nightlife experience.

Consumer advocacy plays a crucial role as well. Social media and activism have pressured venues and manufacturers to adopt safer, more ethical practices. For example, there have been boycotts of nightclubs and bars to highlight women’s safety and the problem of drink spiking. By voicing their concerns and preferences, consumers can influence industry practices directly, prompting beverage companies to integrate ethics into their design process.

Last call for shared responsibility

The path toward a safer and more ethical beverage industry demands more than isolated efforts. It requires a partnership of regulatory bodies, industry leaders and consumers themselves, to promote sustainable and ethical drinkware.

By working together and cultivating a culture of responsibility and advocacy, we can create a drinking environment that prioritizes consumer safety and upholds high ethical standards, ensuring a positive future for the industry.