September 2021, London. Discarded Spirits Company, owned by William Grant & Sons, has appointed Space to its creative roster ahead of a major marketing push in the UK.
Established in 2018, Discarded turns waste products, commonly found in the drinks industry, into essential ingredients for a new, innovative, and sustainable range of spirits.
The range currently includes Discarded Cascara Vermouth – sweet vermouth infused with cascara, the discarded fruit of the coffee berry; Discarded Grape Skin Vodka – a Chardonnay Vodka using fruit recovered from winemaking; and Discarded Banana Peel Rum – a cast-aged rum infused with the extract of banana peel.
Discarded has a simple mission: to reverse needless waste and lead the sustainability movement in the spirits industry. In doing so, their wider goal is to shift attitudes around waste by demonstrating that what’s seen as ‘trash’ today can be treasured tomorrow. Whether that is discovering ‘undiscovered’ flavours, bringing back to life ‘redundant’ ingredients, or investing in techniques to ‘reuse creatively’, Discarded is pioneering a renewed version of luxury for the drinks sector; re-defining the perception of waste as something that can be beautiful.
The first work by Space will draw upon the agency’s experiential capabilities to dig deeper into Discarded’s sustainable purpose within luxury. Long-term, creative projects will explore the intersection of how waste is interpreted and what it means to be the modern spirits drinker.
Discarded is pioneering sustainable luxury within the spirits industry. As the world emerges from the shadow of the pandemic with a renewed understanding of the impact of our choices on the planet, now is the time for optimistic brands to step up and lead for change in every industry. Space is a partner who can help us articulate the future we want to bring about, and accelerate our growthJames O’Connor, Head of Innovation, William Grant & Sons
Discarded is a brand with endless potential. As the luxury spirit sector continues to evolve, they are leading the way in retelling the relationship between waste, beauty, and quality spirits. Throughout the pitch process, we worked tirelessly to get to the core of their pioneering approach, retelling this story through unique experiences and content. We are delighted to be working with the Discarded team and look forward to the campaign going live very soonSean Kelly, Space
Space has a long-standing relationship with William Grant & Sons working on both Glenfiddich and Hendrick’s Gin whilst the Discarded appointment adds to the agency’s sustainability credentials.
In the past 18 months, Space has secured creative duties on both Polestar (Electric Vehicles) and Gold & Green (plant-based foods).