Diageo is trialling reusable glass packaging across Gordon’s gin, Captain Morgan rum and Smirnoff vodka.
In collaboration with ecoSPIRITS, the spirits will be sent to participating bars, hotels and restaurants in a 4.5L bottle designed to be used up to 150 times, and once empty will be collected, cleaned and refilled with the same spirit.
The bottles are expected to eliminate the use of up to 1,000 glass bottles over their lifespan.
The reusable packaging is a step towards Diageo’s goal of reducing carbon emissions across the supply chain by 50% by 2030 and reaching net zero by 2050.
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Diageo chief sustainability officer Ewan Andrew said: “This is another example of a triple win where the planet, consumers and Diageo will all benefit.
“We will be able to reduce both carbon and cost and the pubs and bars will benefit from the ease of having reusable spirits packaging,” Andrew added.
EcoSPIRITS CEO Paul Gabie commented: “For the circular economy to achieve global scale, innovators like ecoSPIRITS need the support of industry leaders like Diageo in catalysing the linear to circular packaging transition.
“As such, this new global partnership is a significant milestone for ecoSPIRITS and our journey to a circular future,” he added.
“We are grateful to our partners at Diageo for the seriousness of their commitment to a more sustainable and inclusive world.”
Last month, the alcohol brand launched a new regenerative agriculture programme for the development of Scotch Whiskey, focusing on reducing emissions from growing barley and wheat.
