FEVE launches Glass is Love, European glass packaging brand platform

FEVE, the European Container Glass Federation, launched Glass is Love on 21 September 2026, a pan-European brand and engagement platform aimed at strengthening consumer and brand preference for glass packaging. The platform spans 13 countries and succeeds the Friends of Glass initiative, shifting the industry's messaging from explaining glass's credentials to actively driving choice.

Why this mattersA coordinated European industry campaign to boost consumer preference for glass could support demand and pricing for glass packaging makers against plastic and metal alternatives.

• Glass is Love launched on 21 September 2026 across Austria, Belgium, Croatia, Czech Republic, France, Germany, Italy, Poland, Portugal, Slovakia, Spain, Switzerland and the UK
• Initiative was initiated by FEVE, the European Container Glass Federation
• Platform replaces and builds on the earlier Friends of Glass consumer campaign
• Targets food, beverage, perfumery and cosmetics brands and their packaging choices
• Carlo Pirrone, Secretary General of FEVE, invited customers, partners and the wider value chain to participate

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