In the contemporary landscape of global commerce, convenience frequently eclipses sustainability. In the US alone, 127 billion plastic bottles are purchased every year, according to one estimate, creating a monumental ecological footprint that spans centuries. However, one soft drinks firm in the Midwest is keeping old school tradition alive by continuing to sell its products in returnable glass bottles. This commitment to a circular economy is not merely a marketing gimmick; it is a profound nod to a bygone era of industrial responsibility.
An Enduring Legacy of Circularity
For almost a century, until the 1960s, soda bottles in the US were generally meant to be returned. This logistical framework was predicated on the inherent value of the vessel itself. Customers had to pay a deposit for the sturdy glass bottles. They then got this money back when they returned them to the shop. And the bottles would be washed and refilled over and over again. Sadly the adoption of plastic—a material prized for its lightness and disposability—meant that this system was phased out in favor of a linear “make-take-waste” model.
Yet, one soft drinks producer—family-owned Twig’s Beverage—has stuck to it with dogged persistence. In the heart of Shawano County, Wisconsin, the rhythmic clinking of glass serves as a daily soundtrack to a sustainable tradition. Customers in this close-knit community pay a $20 deposit per case of 24, a fiscal incentive that ensures the glass remains in circulation. They can even go direct to the Twig’s factory in the city of Shawano to have the same bottles refilled. Some are vintage ones still going strong after 60 or so years, their surfaces etched with the “patina” of decades of service.
“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.” This intergenerational involvement transforms a simple beverage purchase into a communal ritual. “That nostalgic feel is something that long-time customers love; they cherish those cases like gold.” When one examines the manufacturing stamps on the base of these 16oz vessels, it is common to find dates from the 1960s and 70s—artifacts of an age before the hegemony of polyethylene terephthalate (PET).
The Alchemy of Sugar and Sun Drop
Established in 1951 by Hartwig’s grandfather Floyd, Twig’s signature product is Sun Drop, a citrus-flavoured soft drink developed in 1940s Missouri. While the brand is now under the corporate umbrella of US drinks giant Keurig Dr Pepper, Twig’s remains an independent entity, producing the nectar under a specific license. This independence allows them to maintain a level of artisanal integrity rarely seen in modern bottling.
The family-owned soda firm that still uses returnable glass bottles is also notable for its refusal to compromise on ingredients. Twig’s is the last manufacturer of Sun Drop to use returnable glass bottles as opposed to plastic, and it is one of very few to still use real sugar instead of high fructose corn syrup. This choice results in a distinct “mouthfeel” and flavor profile that aficionados claim is vastly superior to mass-produced alternatives.
Beyond Sun Drop, the firm crafts its own diverse range of fruit sodas, spanning from classic root beer to piquant black cherry. While territorial agreements restrict the sale of Sun Drop, Twig’s is aggressively eyeing expansion for its proprietary flavors across the Midwest. These will be housed in glass, though the returnable system faces geographical hurdles. “If the people purchasing them are from a different state, it’s very unlikely they’ll bring them back,” Hartwig notes, highlighting the logistical friction that led to the original decline of returnables nationwide.
Resilience Forged in History
The genesis of Twig’s Beverage is as storied as its bottles. Now celebrating its 75th anniversary, Twig’s story began in a Tokyo hospital bed where Floyd Hartwig was recuperating after being shot in both legs during the Korean War. It was in that moment of forced stasis that the blueprint for a bottling empire was conceived. Floyd’s vision capitalized on the post-World War Two economic boom, a period when the burgeoning middle class began favoring take-home beverages over the traditional soda fountain.
Today, the business remains a family tapestry. Dan Hartwig purchased the firm from his father in 1986, and it is currently managed by Ben, his wife Annelies, and Ben’s brothers Jake and Luke. With 20 employees and annual revenues hovering around $6.5m, Twig’s is a cornerstone of the Shawano economy. The city even hosts “Sun Drop Dayz,” a vibrant community fundraiser that celebrates the brand’s cultural integration.
Despite its longevity, the firm is not immune to modern pressures. Fluctuating commodity prices, particularly for pure sugar, represent a persistent existential threat. Yet, the family-centric nature of the business provides a unique form of corporate agility. “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,” Hartwig explains.
As the beverage industry continues to grapple with its environmental impact, the model preserved by Twig’s offers a compelling, albeit challenging, alternative. It is a testament to the fact that passion for heritage and community can sustain a business through decades of technological and social upheaval. For the Hartwig family, the journey isn’t just about the soda—it’s about the vessel that carries it and the generations that keep bringing it back.