UK – Diageo, the maker of Don Julio tequila, Johnie Walker whisky, and Guiness, has announced a global partnership with circular economy technology company ecoSPIRITS, to use the new refillable spirits packaging in packaging select brands.
In a press release, Diageo announced that the agreement provides a flexible framework that will allow it to pilot and scale circular packaging in about 18 markets in the next three years.
The collaboration will initially be across Diageo’s Gordon’s gin, Captain Morgan rum and Smirnoff vodka. The first markets in the global agreement are expected to go live in 2024.
The innovative ecoSPIRITS technology will enable Diageo spirits to be distributed in a 4.5L ecoTOTE, which functions like a keg.
It aims to reduce packaging waste by providing on-premises locations with branded refillable containers.
Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer at Diageo, commented: “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.”
The technology provides a closed loop circular economy system; once the ecoTOTE is empty it will be collected and taken to offsite facilities, where it will be cleaned and refilled with the same spirit before being distributed and used again.
To facilitate the bottling and refilling of the containers in local regions, Ecospirits maintains a facility called an ‘Ecoplant’ that operates as a bottling and Ecotote cleaning unit.
The ecoTOTEs are designed to be used up to 150 times and are expected to eliminate the use of up to 1,000 glass bottles over their lifespan.
Paul Gabie, CEO of ecoSPIRITS, said, “ecoSPIRITS’ mission is to end single use glass in the spirits and wine industry. 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.”
The collaboration is expected to deliver sustainability benefits to Diageo with reductions in carbon emissions and waste with the exact figures to be confirmed on conclusion of the three-year period.
Diageo first started working with ecoSPIRITS through the Diageo Sustainable Solutions programme in 2021.
The programme aims to find technology innovators that can bridge the innovation gap across Diageo’s supply chain to help the company reach its ESG targets.
Earlier this year, the Johnie Walker producer had announced plans to invest in a facility that would roll hundreds of thousands of metric tons of aluminum sheet in the U.K.
Diageo said the plant would establish a new circular-economy supply chain for aluminum [that] would keep the recycling of aluminum in the U.K. and cement the U.K.’s position as a leader in the adoption of carbon reduction and manufacturing.
