If you read about any brewery with an ongoing commitment to sustainability, most will convey that, at the most fundamental level, it required a change in culture and mindset, leadership and focus. It is only from this mindset that all the potential for sustainability is brought into view... it's a way of being that constantly informs. Sustainability's prevalence is a shift in mental economy, and I would argue, a revolution against the existing industry - both in economics and ideology.
Most will say it came w. a bit of dissonance... that first foot in the icy and unknown waters of compassion, cooperation, attenuating with the community, picking the trail that brings the rest of the world into your mission.
As for gimmicks, sustainability in this regard is like due diligence, and if you really push for responsibility, transparency, engaging the community and staying relevant without being frivolous, well, you are acting from a sustainable point of view. Of course it will come off a little lame if you go for low hanging fruit - but was your first foray into craft the creation of a dashing schwartzpils? Of course not. But we live in a society that vets information in a wildly arcane way, much of it coming out of defense posture or confirmation bias. Yes, many still act like sustainability is just an extension of some weeping mother bemoaning the loss of narwhales. Even drawing this approximation makes me ill, but so does the pain I experience when I see so many people still drinking Coors Light. Goes both ways, homey.
For example, brewery economics reveal many opportunities for cost savings via sustainability. Is it a risk? Yes. At this fragile time in history, though, what isn't a risk? A poor choice of labels? Pushing capacity to fulfill, knowing full on that scaling up w. out the proper infrastructure might fill the bottles but compromise the artistry? Even opportunity costs and associated risks - ditching the local beer events because your brewery is now beyond mainstream?
These are all choices - but through what lens are we viewing these things? Are we truly risk literate? This is where sustainability thrives.
More on this later... but read up.
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