As the official tequila partner of the UFC, Jose Cuervo® needed to ensure that the cups used during its activations — where drinks were served — were environmentally friendly. What better way than to produce them using its own agave bagasse?
Both Cuervo® and UFC understood that using agave-based cups at sporting events could bring several ecological benefits while promoting sustainability.
Ecoware produced 12oz in-mold cups made partly with agave fibers, which were used to serve all kinds of beverages during Cuervo®’s activation at the event.
This initiative raised awareness among attendees about the importance of sustainability and environmental care.
Seeing a well-known brand take tangible steps to reduce its environmental impact encouraged a more responsible mindset and inspired similar actions among participants.
The agave-fiber cups were very well received, attracting attention while also sparking environmental awareness among attendees.
In summary, Jose Cuervo®’s use of agave-based cups at sports events helps reduce waste, promote a circular economy, raise environmental consciousness, and strengthen brand image.
These initiatives demonstrate how companies can meaningfully contribute to a more sustainable and responsible future.
“Agave fiber offers a sustainable alternative to traditional plastics. By repurposing this byproduct from tequila production, we can reduce the amount of waste generated and promote a more effective circular economy.”
— María Rodríguez, Sustainable Development Researcher
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