Inside Story of First US Water Brand With Tethered Caps

The name CG Roxane may be unfamiliar to many, but it’s the brand owner behind Crystal Geyser Natural Alpine Spring Water.

The company is a pioneer in improving the sustainability of PET bottled water; for example, it was the first US beverage company to open in-house recycled PET (rPET) plants. In 2021, the company added solar panel installations at its San Bernardino recycling PET facility.

Prior to these developments, in 2018 the company tested a tethered cap for its flagship Crystal Geyser Natural Alpine Spring Water 500-mL/16.9oz bottled water.

However, when the company installed a new high-speed production line for that size, it found the tethered cap was no longer practical due to operational challenges.

Although the test was nixed, the brand owner did not give up on the idea. Last month it became the first US bottled water brand to offer consumers a tethered cap, which it calls the EZ-Cap.

More than a year in development, it appears on 8oz/237mL bottles.

The EZ-Cap tilts backwards opening with a “click” sound that lets consumers know the cap is secure in the open position. It also clicks closed.

The tethered cap is far more than a consumer convenience; it simplifies recycling by reducing the number of items to be sorted.

From a strategic view, the EZ-Cap positions the brand ahead of the curve as tethered caps gain regulatory traction. In July, all European Union states were required to have tethered caps on plastic drinks bottle sizes up to 3-Liters.

More can be expected to follow.

In this Q&A interview, Lionel Ferchaud, VP of operations, CG Roxane, provides a unique expert perspective on tethered caps.

What was the business case to do this in the first place?

Ferchaud: It was inspired by an owner’s concern over environmental issues, especially the impact of the confusion incurred by wildlife, specifically birds dying due to confusing bottle caps with food. Observing the effects of plastic pollution, we felt a strong responsibility as a leading bottled water company to drive this transition towards more sustainable packaging.

What were the key drivers for the project?

Ferchaud: There were three:

Sustainability and Economic Efficiency: Our primary goals were to reduce plastic usage and enhance the sustainability of our packaging. By incorporating a tethered cap, we consolidate two items (cap and the bottle) into one, simplifying the recycling process for consumers.

Ease of Use: The tethered cap design offers ease of opening and handling, which is particularly beneficial for on-the-go consumption and for activities such as driving or sports.

Consumer Convenience: The tethered cap reduces plastic waste and makes recycling easier, as consumers only need to dispose of one item instead of two.

Why was the 8oz bottle selected as the first tethered size?

Ferchaud: The Crystal Geyser Alpine Spring Water 8oz bottle was chosen for the first implementation of the tethered cap due to its popularity as an on-the-go and kid-friendly size. The smaller bottle is ideal for testing the new cap design, which enhances both ease of use and recycling convenience.

What’s the status for other bottle sizes?

Ferchaud: Due to the high speeds of our machinery, the conversion from one cap to another is a highly technical process that requires precise mechanical and design adjustments in both the injection-blowing and packaging stages. This includes thoughtful analysis of changes in the bottle’s neck finish. That’s particularly challenging due to the reduced weight, requiring precision to maintain structural integrity and sealing performance.

We are working hard on this, but don’t have a timeline in place for the rest of the portfolio.

Did the product’s retail price increase as a result?

Ferchaud: CG Roxane invested in new equipment to develop the EZ-Cap. However, the brand has chosen not to pass this cost on to its clients or end consumers. Consequently, Crystal Geyser does not differentiate between the price of a regular cap and the tethered cap. The company does not set the retail price of the product.

What’s the cap made of and how is it processed at a recycling facility?

Ferchaud: The cap is made from low-density polyethylene (LDPE). At recycling facilities, it is processed similarly to other PET plastic bottles, although it may still have a tiny ring of LDPE from the safety seal.

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What are the benefits for consumers?

Ferchaud: There are three key benefits:

Easier Recycling: The tethered cap simplifies recycling by reducing the number of items to be sorted.

Convenience: It is easier to open and handle with one hand, which is especially useful during activities such as driving or sports.

Reduced Plastic Use: The cap design helps minimize plastic consumption.

What are the benefits for recycling operations?

Ferchaud: The tethered cap helps ensure that more plastic material is collected and processed at recycling centers, as it remains attached to the bottle and is less likely to be discarded as litter.

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What was the biggest challenge and how was it solved?

Ferchaud: The biggest challenge is adapting consumer habits to the new cap design. We addressed this by working with our consumer service and marketing teams to educate users on the opening and closing mechanism, ensuring they could easily recognize the “click” that indicates secure closure.

How did the change affect production operations?

Ferchaud: The production lines required adaptations, including updates to preform injection molds, blowing machines, and cappers. Despite these changes, bottling rates remained consistent.

Can the supplier(s) be credited?

Ferchaud: Our primary cap manufacturers played a key role in developing the tethered cap. Due to confidentiality agreements, we cannot disclose their names, but their contributions were crucial to the successful implementation of this feature.

What's been the response from consumers and others?

Ferchaud: Initially, there was some difficulty in understanding the new cap’s functionality. However, feedback has improved as consumers became familiar with the opening and closing “click” feature. Overall, the response has been positive, recognizing the cap’s convenience and sustainability benefits.

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Comment on other US brands that have adopted tethered caps.

Ferchaud: As of now, CG Roxane is a leading example of US bottled water companies integrating tethered caps, with Coca-Cola also incorporating this feature in the broader beverage market.

Mainstream US brands with global reach, particularly in regions like Europe where tethered caps have been mandated for bottles under 3-Liter since July 2024, are aligning with these regulations and advancing their own sustainable packaging solutions in response.

What advice do you have for other bottlers?

Ferchaud: We encourage them to join us in the transition towards more sustainable packaging by adopting tethered caps. This move supports environmental goals and aligns with evolving regulatory trends, even if it’s a long technical process.

Anything else to note, especially that’s not apparent?

Ferchaud: Our proactive adoption of this technology reflects our commitment to sustainability and positions us as a leader in the industry’s shift towards more environmentally friendly packaging solutions.

Although we have not converted all our caps to a tethered design, we have taken steps to significantly reduce the plastics used in both our bottles and caps.