Taster Cups 3.5 oz Partially Made from Agave Helping the Planet in Every Brand Activation

The Challenge

As one of the world’s leading wine and spirits companies, Pernod Ricard sought a way to make its tasting activations not only memorable but also environmentally responsible. Traditional disposable cups, widely used in sampling events, contributed significantly to waste — an increasingly unacceptable outcome in an era where consumers and brands alike demand tangible sustainability efforts.

Understanding the potential of agave fiber as a biobased material with clear ecological benefits, the company set out to replace its standard sampling cups with an option that aligned with its long-term environmental commitments. The goal was simple yet ambitious: reduce waste, elevate brand responsibility, and set a new standard for sustainable brand activations.

The Solution

The answer came in the form of 3.5 oz taster cups made partially from agave fibers — a material that not only gives new life to an agricultural byproduct but also reduces reliance on conventional plastics.

Durable and reusable, these cups carried a concise, powerful printed message:
“Here’s a taste with less waste.”

This slogan, accompanied by the logos of brands such as Martell, Chivas Regal, Código 1530 Tequila and others, reinforced the idea that sustainability can coexist with premium brand experiences.

By integrating these cups into tasting activities, Pernod Ricard encouraged guests to reflect on environmental responsibility at the very moment they engaged with the product. The initiative turned a simple sampling act into a statement — an invitation to participate in a more conscious and circular approach to consumption.

Results

The reception was overwhelmingly positive. Consumers took notice — not just of the beverages, but of the cup itself and what it represented.

• The cups captured attention, sparking curiosity and conversations about sustainable materials.
• Their durability, reusability, and distinctive look positioned them as a superior alternative to disposable plastic.
• The initiative reinforced circular economy practices, demonstrating how brands can transform waste into functional, meaningful promotional items.
• It elevated brand perception, portraying Pernod Ricard as a forward-thinking organization actively contributing to a more sustainable future.

This case stands as a clear example of how thoughtful material innovation can reshape brand activations and influence consumer behavior.

As sustainable development researcher María Rodríguez puts it:
“Agave fiber offers a sustainable alternative to traditional plastics. By repurposing this byproduct from tequila production, we can reduce waste generation and promote a more effective circular economy.”

A Step Toward a Better Future

By choosing agave-based taster cups, Pernod Ricard demonstrated that even small touchpoints — like a sampling cup — can become powerful tools for sustainability, education, and brand differentiation.

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