IRELAND – Global beverage giant Diageo is piloting aluminium bottles for Irish cream liqueur brand Baileys 70cl format, aiming to make its packaging more environmentally sustainable.
The Johnie Walker maker is rolling out this eco-friendly packaging innovation in duty-free shops at major international airports across Europe, including Amsterdam Schiphol, Frankfurt International, and Copenhagen International.
According to Diageo, the aluminium bottles are five times lighter than the traditional glass Baileys bottles “with an anticipated 44 percent reduction in carbon”.
While both glass and aluminium formats are recyclable, aluminium holds a distinct advantage as it’s infinitely recyclable without any loss in material quality through each processing cycle.
However, it’s worth noting that the new bottles contain a plastic thread on the bottleneck, weighing 4g, which unfortunately is not currently recyclable.
Sarah Blake, global brand director for Baileys, said: “While this is an important milestone for Baileys, we know that there is more we can do. We are already looking forward to the delivery of more initiatives as we journey towards our 2030 commitments.”
As part of Diageo’s broader corporate sustainability strategy, which includes targets such as reducing packaging weight by 10 percent and increasing recycled content to 60 percent, Baileys’ initiative aligns with their vision for a greener future.
Diageo aims to make all packaging widely recyclable, reusable, or compostable by 2030, alongside a 1.5C-aligned science-based emissions target for indirect (Scope 3) emissions.
Given that packaging contributes significantly to the company’s total Scope 3 carbon emissions, Diageo recognizes the importance of innovating to deliver lighter packaging and incorporating different materials to meet their climate objectives.
In December, the Baileys maker partnered with circular economy startup ecoSPIRITS to replace up to 95 percent of bar and pub bottles.
This partnership introduces refillable 4.5-liter vessels for Gordon’s gin, Captain Morgan rum, and Smirnoff vodka across 18 markets over the next three years.
Each ecoSPIRITS “ecoTOTE” consists of a 4.5-liter glass bottle encased in plastic with an inner aluminum frame.
Designed to endure 150 refills, these containers boast a lower carbon intensity compared to the equivalent number of bottles they replace after just six refills, as per ecoSPIRITS’ assessment.
By implementing this system, Diageo aims to replace 900 of the typical 750-milliliter glass bottles used by restaurants and bars over the lifetime of one ecoSPIRITS tote.
With estimated CO2 footprint reductions ranging from 60 percent to 90 percent compared to traditional bar bottles, this initiative represents a significant step towards a more sustainable future in the beverage industry.
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