How Elysian’s Máté Szabó is combatting greenwashing - The Spirits Business
The article introduces "The Sustainable Documents," a guide co-created by Máté Szabó of Elysian Budapest, which advocates for embedding sustainability into the core operational model of bars rather than treating it as an add-on. The central conclusion is that superficial green measures are ineffective and financially risky, whereas integrated systems that consider logistics, waste management, and local sourcing create resilient, profitable businesses. By focusing on practical implementation, bars can achieve genuine environmental impact while improving their bottom line. This approach is directly relevant to greenwashing because it contrasts deeply structural change with the token gestures commonly used to deceive consumers. Szabó argues that showcasing only a few isolated sustainable practices without data or follow-up is merely a marketing tactic for ethical appearances. True sustainability requires a holistic ecosystem where every business aspect supports the others, preventing the "greenwashing" trap where environmental claims do not match the reality of operations. Ultimately, the guide emphasizes that there is no one-size-fits-all solution; bars must adapt strategies to their specific local contexts and limitations. By starting with small, manageable changes that eventually connect into a larger system, businesses can avoid the high costs of failed initiatives. This narrative shifts the focus from moral obligation to strategic necessity, proving that environmental responsibility and business success are mutually reinforcing rather than conflicting goals.
Source: thespiritsbusiness.comPublished on 2026-08-14