Returnable Glass Bottles in a Plastic-Dominated Market
In the United States alone, an estimated 127 billion plastic bottles are purchased annually. Despite this overwhelming prevalence of plastic packaging, one soft drinks company in the Midwest continues to uphold a traditional practice by selling its products in returnable glass bottles.
Until the 1960s, it was common in the US for soda bottles to be returnable. Customers paid a deposit on sturdy glass bottles and received their money back upon returning them to the store. These bottles were then washed and refilled repeatedly. However, the widespread adoption of plastic packaging led to the decline of this system.
Twig's Beverage, a family-owned soft drinks producer based in Shawano County, Wisconsin, has maintained this returnable glass bottle tradition. Customers pay a $20 (£15) deposit for a case of 24 bottles and can return them for refills directly at Twig's factory in Shawano. Remarkably, some of the bottles in circulation are vintage, still in use after approximately 60 years.
"We've been seeing some families come in for years," says Twig's vice-president Ben Hartwig. "Cases get passed down and the next family member gets to bring them in. "That nostalgic feel is something that long-time customers love; they cherish those cases like gold. "When you look at the date on the bottom of the 16oz bottles, some were manufactured in the 1960s and 70s. It's really cool to see them still going through our washer today. We'd love to keep the tradition alive as long as we can."
History and Products of Twig's Beverage
Established in 1951 by Floyd Hartwig, Ben Hartwig's grandfather, Twig's Beverage is known for its signature product Sun Drop, a citrus-flavored soft drink originally developed in 1940s Missouri. Although the Sun Drop brand is now owned by the US drinks giant Keurig Dr Pepper, Twig's continues to produce it under license for sale within its Wisconsin territory, operating as an independent company.
Twig's is the last manufacturer of Sun Drop to use returnable glass bottles instead of plastic and is among the few that still use real sugar rather than high fructose corn syrup. In addition to Sun Drop, Twig's produces its own range of fruit sodas, including root beer, black cherry, orange, and lime flavors.
While the company cannot sell Sun Drop outside its designated area, it is aiming to expand distribution of its own soda brand across the Midwest. These sodas will be bottled in glass, but for the foreseeable future, the bottles will not be returnable.
"We are slowly picking up distributors and growing the brand," Hartwig explains. "We hope to get Twig's throughout the entirety of the Midwest and go from there."
Regarding the decision not to offer returnable bottles outside the local area, Hartwig adds,
"If the people purchasing them are from a different state, it's very unlikely they'll bring them back."
Family Roots and Community Engagement
Celebrating its 75th anniversary, Twig's story began when Floyd Hartwig conceived the idea of starting a soda-bottling business while recovering in a Tokyo hospital after being wounded in the Korean War. The post-World War Two economic boom and a consumer shift toward take-home drinks over soda fountains created a favorable environment for the business.
Floyd's son Dan purchased Twig's in 1986 to keep it within the family. Today, the company is managed by Ben Hartwig, his wife Annelies, and his brothers Jake and Luke. Twig's employs 20 people and generates annual revenues of approximately $6.5 million (£4.8 million).
Twig's is deeply embedded in the culture of Shawano, a close-knit city with a population just over 9,000. Since 2017, the community has celebrated Sun Drop Dayz, a fundraiser featuring live music and activities, held annually on the first weekend of June.
Visitors to Twig's can tour the on-site museum to learn about the company's history and observe the handcrafted soda production process.
Challenges and Industry Context
Managing the business involves navigating challenges such as fluctuating ingredient prices, particularly sugar. Hartwig notes the company's efforts to avoid price increases by collaborating with various sugar suppliers, many of whom have become long-term partners and friends.
"There are always hurdles but that's what's nice about Twig's being a family business; we come together, share ideas, and see how we can overcome them."
Despite the dominance of large beverage brands, many family-owned soft drink companies continue to operate in the US. A spokesman for the American Beverage Association told the BBC,
"The beverage industry is actually a system of small, independent businesses, some of which have been in the same families for generations. Many produce brands that have been around for more than 100 years."
Looking Ahead
Ben Hartwig hopes his two children will continue the family legacy. Reflecting on the company's longevity, he says,
"Our biggest success is keeping on the traditions we have had over the last 75 years, and seeing them passed down from generation to generation. There have been difficult times, but we have kept going. "The key to Twig's longevity is our passion for the brand and the community itself. The people who come in week after week, and stayed loyal, are the reason we've been successful."
He adds,
"My grandpa started the business in a small building, and my dad was able to expand and grow it, so it'll be interesting to see where me and my brothers are able to take it next. It should be a fun journey."
