As revealed exclusively by Global Drinks Intel earlier this year, brand owner Pernod Ricard revamped Máximo's packaging, using a box constructed from certified wood by-products, with an 89% reduction in plastic components. The result, says Havana Club's communications, public affairs & CSR director, Marie Benech, offers "a more sustainable option to rum collectors". Bottle weight and secondary packaging are obvious quicker wins in terms of sustainability, but closures are also becoming increasingly important. Crealis group marketing director Isabelle Gruard observes: "Whereas the focus is more on the glass bottle that takes approximately 85% of the carbon footprint of the packaging of wine and spirits, we're happy to also see an increased demand for more sustainable closures and capsules."