What customers really want: Sustainable Beer, On Tap

At Everdurance, we believe sustainability behind the bar should feel natural — not forced. One of the simplest, most effective ways to reduce your impact? Switch to draft beer.

It’s better for the environment, better for your business — and yes, your customers are asking for it.

What do customers actually want?

Today’s consumers are more eco-aware than ever. They’re not just buying drinks — they’re buying into values.

Recent research shows:

• Nearly half of beer drinkers would choose a sustainably brewed beer over a cheaper option

• Many are happy to pay up to 30% more for a “greener pint”

• In the UK, 64% of consumers say they actively avoid single-use plastic

• 61% say a beer’s environmental impact affects their purchase decisions

So what does that mean for your venue?

1. People notice when you make real, visible changes — like switching from bottles to kegs.

2. Sustainability builds trust, loyalty, and good word of mouth.

3. Greenwashing doesn’t work. Consumers can spot what’s real.

What makes a beer Actually sustainable?

It’s not just about what’s in the glass. True sustainability includes how the beer is made, packaged, transported, and served.

Here’s why draft beer (from kegs) is a better option:

Kegs Reduce Waste

• One 20-litre keg = about 150 bottles saved

• Fewer bottles = less packaging, fewer deliveries, less rubbish

• Stainless steel kegs are reusable for 30+ years

• At the end of their life, they’re 100% recyclable

Kegs Cut Carbon Emissions

A University of Leeds study found that:

• Draft beer emits up to 80% less CO₂ than bottled beer

• Transport and storage are more efficient with kegs

• Less energy is needed across the whole supply chain

Great Sustainable Draft Beers in the UK

Looking to serve better pints? Here are some UK-based breweries doing sustainability right — and available in keg formats:

Brewery	What makes them sustainable
Toast Ale	Brewed with surplus bread to fight food waste
Purity Brewing Co.	Energy-efficient processes and water recycling
Stroud Brewery	Organic beers, circular production, local sourcing
Adnams	Eco-draught systems, living roofs, water reuse
SALT Beer Factory	Focus on kegged beer with waste reduction practices
Wye Valley Brewery	Solar energy, local hops, water recycling
Otter Brewery	Innovative cellar designs and reed bed filtration

Show customers you care

Switching to draft isn’t about perfection — it’s about progress.

Making this one change sends a powerful message:You care about quality, the customer, and the planet.

Here’s what you gain:

• A lower carbon footprint for every pint you serve

• Stronger loyalty from eco-conscious customers

• Better profit margins compared to bottled drinks

• A visible sign of your values, right behind the bar