Alkatera simplifies sustainability for drinks sector - The Spirits Business
Alkatera simplifies sustainability for drinks sector - The Spirits Business
Alkatera, a new digital platform by Avallen co-founder Tim Etherington-Judge, centralizes sustainability metrics for drinks brands to streamline environmental and social impact reporting. By integrating data on carbon, water, waste, and ESG factors into a single interface, it eliminates the inefficiencies of managing scattered information across spreadsheets. This consolidation aims to make complex sustainability management intuitive and cost-effective for producers. Crucially, the tool directly addresses greenwashing by including a “claim check” feature that verifies marketing statements against live, traceable data. This mechanism ensures regulatory compliance and transparency, preventing companies from making misleading environmental assertions. As regulatory bodies like the UK’s CMA increase enforcement powers against false claims, such verification is essential for maintaining brand credibility and avoiding significant financial penalties. The platform’s relevance to greenwashing lies in its ability to ground sustainability claims in verifiable reality rather than superficial box-ticking. By providing clear, honest data handling, it helps brands avoid deceptive practices while reducing the resource burden of compliance. Ultimately, Alkatera offers a credible pathway for brands to demonstrate genuine sustainability, countering the ambiguity that often enables greenwashing in the industry.
Source: thespiritsbusiness.comPublished on 2026-02-10