Raising the Bar: B Corp’s New Standards
If you’ve been keeping an eye on the B Corp movement, you’ll know it has been both celebrated and criticised over the years, particularly in the drink industry. On one hand, it’s a powerful global initiative proving that business can (and should) be a force for good. But on the other hand, some companies, have secured certification without truly living up to the high expectations and spirit of a B Corp business.
Hopefully, that’s about to change. B Lab (the organisation behind B Corp) is rolling out new certification standards in 2025, tightening requirements and addressing some of the concerns that have cropped up in recent years. But why the change? What does it mean for sustainable businesses, especially those in the drinks industry? And will this help prevent the ‘B Corp greenwashing’ concerns that have hit brands like BrewDog and Nespresso as well as live up to the high standards that other companies expect?
Why Is B Corp Changing Its Standards?
Since its inception in 2006, B Corp has been the gold standard for businesses committed to balancing profit with purpose. But the world has changed: a lot. Climate change is accelerating, social inequality is widening, politics is becoming more divided, and companies are under growing pressure from citizen expectations. We’ve seen the power of boycotts on the profits of a multitude of companies such as Tesla, Starbucks, and Pret a Manger. The bar needs to be higher.
Historically, businesses could score 80 points out of 200 across 5 different areas in the B Impact Assessment to achieve B Corp certification. This meant some companies could excel in one area but essentially ignore another, leading to inconsistencies in impact. Take the case of Nespresso, which was certified in 2022 despite its historical issues with labour rights in coffee supply chains. Or BrewDog (the first company to have it’s certification revoked), which faced accusations of toxic workplace culture, despite its strong sustainability messaging. These examples fuelled criticism that B Corp’s framework wasn’t rigorous enough.
The new standards seek to correct this by introducing mandatory performance requirements across key impact areas. No more cherry-picking the easiest way to 80 points—now, all certified businesses must prove strong governance, social responsibility, and environmental impact.
A Selection of B Corp Certified Drinks Brands
What Are the Key Changes?
One of the most significant shifts is the introduction of mandatory standards across essential impact topics. Previously, companies had flexibility in how they reached 80 points, allowing some to neglect critical areas while excelling in others. Under the new framework, every business must meet core requirements across themes such as climate action, fair work, purpose-driven governance, and supply chain responsibility. This means no more passing certification while turning a blind eye to crucial ethical and environmental concerns.
Another key development is the introduction of sector-specific standards. The old model took a one-size-fits-all approach, which wasn’t always effective. Now, businesses in drinks, food, fashion, and finance will have tailored guidance. For drinks brands, this could mean stricter scrutiny on sustainability efforts in areas like agricultural sourcing, water usage, packaging waste, and fair wages within supply chains. This shift acknowledges that different industries have different environmental and social challenges, making certification more relevant and impactful.
Stronger accountability and transparency measures are also a priority. One of the biggest criticisms of B Corp has been the lack of enforcement. Companies could get certified and then fail to maintain high standards. The updated approach includes more frequent re-certifications to ensure businesses continue to meet their commitments, tougher verification processes to prevent greenwashing, and increased public transparency. This means that B Corp status will carry real weight, rather than serve as a marketing badge.
How This Affects Drinks Brands
For drinks brands already on the sustainability journey these changes are a huge win. The new standards will push companies to be genuinely responsible in areas that matter, rather than just ticking easy boxes.
For one, brands that aren’t truly committed won’t be able to coast by on good PR alone. BrewDog’s turbulent reputation, from allegations of workplace bullying to misleading sustainability claims, would face far more scrutiny under the new model. Certification will no longer be a shield for businesses that fail to treat employees or supply chain partners fairly.
Sourcing practices are also coming under the spotlight, particularly in industries that rely on agricultural ingredients. Drinks brands using grains, sugarcane, or botanicals will need to demonstrate responsible sourcing and a commitment to regenerative agriculture. This is a significant shift that will favour businesses already leading the way in ethical sourcing.
Packaging and waste are also moving up the priority list. With plastic bans, Deposit Return Schemes, and circular economy models on the rise, B Corp’s new standards align with broader industry regulations. Large drinks companies will need to rethink packaging solutions, reducing single-use materials and improving recyclability.
All of this means that the demand for expert support will rise. With tougher standards and increased scrutiny, drinks brands will need external guidance to navigate certification successfully. From impact measurement and climate action plans to ethical supply chain management, sustainability consultants will play a crucial role in helping businesses meet these new requirements. At Avallen Solutions, we see this as an exciting opportunity for the industry—one where the best companies will stand out.
Will This Make B Corp Stronger?
Yes, if executed properly. B Lab have listened to the criticism and these changes (hopefully) bring more credibility, stronger accountability, and higher impact requirements. But the real test will be in enforcement. If B Lab ensures stricter vetting of applicants, regular compliance checks, and greater transparency for the public, then B Corp can maintaim its position as the most trusted sustainability certification.
For businesses in drinks, hospitality, and beyond, this is a wake-up call. The days of skating by on good intentions are over. Now is the time to go all-in on impact.
When Are The New Standards Coming?
The finalised standards are expected to be published in soon (Spring 2025).
For companies currently certified as B Corps, the new standards will be implemented in a phased manner. Businesses with recertification dates in 2025 will continue under the existing standards. The transition to the new standards will begin in 2026, with a first cohort of B Corps certifying under the updated requirements in line with their recertification cycles.
Final Thoughts: The Future of B Corp in the Drinks Industry
The drinks industry is at a sustainability crossroads. The leaders will embrace change—innovating with regenerative agriculture, cutting emissions, and embracing transparency. Those who don’t? They’ll be left behind.
If you’re in the industry and wondering how to future-proof your sustainability strategy, the best move is to act now. Whether that means rethinking your packaging, supply chain, or climate commitments, it’s clear: the future of B Corp (and business itself) is about accountability, not just ambition.
Want to prepare for the new standards? We can help. Get in touch with us at Avallen Solutions and let’s future-proof your impact together.
Further Reading & Sources
• B Lab: New B Corp Standards (2025)
