Pernod Ricard’s Beefeater 24 has been redesigned with 90% less plastic used across its cap closure and back label.
As reported by the Grocer, aluminium and glass content has also been reduced by 30% and 22% respectively.
Pernod Ricard global vice president of marketing for gins Murielle Dessenis said the new Beefeater bottle takes the brand “one step further” on its sustainability journey.
Subscribe to Sustainability Beat for free
Sign up here to get the latest sustainability news sent straight to your inbox everyday
Last year, Sandrine Ricard, Pernod Ricard deputy director sustainability and responsibility in the UK told Sustainability Beat that “valuing people, circular making and responsible drinking” as key factors in this area of its strategy.
“Within our packaging range, glass is the material we’re mainly looking for different options as it uses a lot of energy,” Ricard explains.
Elsewhere on the Pernod Ricard range, Absolut Vodka is currently trialling a single-mould paper bottle, available in Manchester branches of Tesco.
