The Glass Packaging Institute has appointed Brian Brandstatter as Chair of its Board of Directors, placing an experienced glass manufacturing executive at the centre of the organisation’s next phase of advocacy and industry development. Brandstatter is President and CEO of Ardagh Glass Packaging North America and brings decades of operational knowledge in glass production, market expansion and sustainable packaging strategy.

The appointment comes at a significant moment for the glass packaging sector. Brands, retailers and regulators are asking for packaging materials that can support circularity, product protection and consumer trust. Glass has long been associated with premium presentation, inertness and recyclability, but the industry now faces the challenge of converting those strengths into stronger recycling systems, lower carbon production and broader market relevance.

Glass packaging has a strong sustainability story, but its future competitiveness will depend on collection, recycling infrastructure and efficient manufacturing.

GPI President Scott DeFife described Brandstatter as a leader with operational expertise, market insight and a clear understanding of where packaging is headed. That combination is important because the glass industry must balance technical, economic and policy priorities. It needs to maintain high product integrity for food, beverage, pharmaceutical and cosmetic applications while also responding to pressure for lower environmental impact.

As head of Ardagh Glass Packaging North America, Brandstatter has worked in a sector where manufacturing efficiency and sustainability are closely connected. Glass production is energy intensive, but the use of recycled glass cullet can reduce raw material demand, support circularity and lower the energy needed in the melting process. For this reason, effective bottle-to-bottle recycling remains one of the most important strategic issues for the industry.

The Glass Packaging Institute plays an important role in representing glass container manufacturers and promoting policies that improve recycling outcomes. Its work includes advocacy around collection systems, material recovery, recycled content and responsible packaging choices. Under Brandstatter’s leadership, GPI is expected to continue pushing for stronger recycling infrastructure and clearer recognition of glass as a circular packaging material.

Demand for glass packaging is being shaped by several consumer and regulatory trends. Many consumers associate glass with safety, purity and quality because it does not interact with the contents in the same way as some other materials. This is especially valuable for beverages, sauces, baby food, spirits, fragrances and other products where taste, aroma and product integrity matter. At the same time, sustainability expectations are pushing companies to evaluate the full lifecycle impact of every packaging format.

• Recycling infrastructure will remain central to improving glass circularity.
• Recycled cullet use can support energy and raw material efficiency.
• Product integrity is a key advantage for food, beverage and premium goods.
• Policy engagement is needed to strengthen collection and recovery systems.
• Industry leadership will help glass compete in a changing packaging market.

However, the sector also faces competitive pressure. Lightweight plastics, aluminium cans and fibre-based formats are all competing for attention in sustainability discussions. Glass must therefore demonstrate not only recyclability in theory, but practical circular performance in real markets. That means improving collection rates, reducing contamination, supporting colour sorting and ensuring that recovered glass can return to high-value container applications.

Brandstatter’s appointment also reflects the importance of collaboration across the packaging value chain. Glass manufacturers cannot solve recycling challenges alone. Municipalities, waste management companies, deposit return systems, brand owners, retailers and policymakers all influence whether glass packaging is collected and recycled effectively. GPI’s leadership role is to align these stakeholders around systems that preserve material value.

For packaging buyers, the development signals continued investment in glass as a strategic material for brands that want strong shelf presence, product protection and a circularity message. While cost, weight and logistics remain important considerations, glass continues to offer advantages in premium positioning and consumer perception.

As packaging debates evolve, the glass industry will need to communicate with more precision. Claims around recyclability, reuse and environmental benefit must be supported by infrastructure and measurable outcomes. With Brian Brandstatter as Board Chair, GPI is positioning itself to strengthen that conversation and advocate for the policies, partnerships and investments needed to keep glass packaging relevant in a circular economy.