Diageo has today launched a programme to phase out the use of 183 million cardboard gift boxes from its premium Scotch whisky portfolio around the world.
Brands will include Johnnie Walker Black Label Blended Scotch Whisky, Johnnie Walker Red Label Blended Scotch Whisky, Buchanan’s Blended Scotch Whisky and Bell’s Original Blended Scotch Whisky.
The move is the latest step in Diageo’s commitment to becoming ‘sustainable by design’, as spirit maker has set the ambition to be zero-waste to landfill from its own operations and offices by 2030.
Every year, nearly five million tonnes of cardboard and paper is packaging waste in the UK alone, and despite its ability to be recycled, increased demand has led to cardboard shortages, the company noted.
“Waste caused by surplus packaging is placing an unnecessary burden on the planet. Paper and cardboard are highly sustainable forms of packaging but it is time to review what is actually needed to package a product, as opposed to packaging it that way for historical reasons,” Ewan Andrew, Chief Sustainability Officer, Diageo, commented.
“We believe that the liquid in our premium Scotch products is the gift. They do not always need cardboard gift boxes to enhance this.”
Diageo said the programme will be expanded to more brands next year if consumer response is positive.
Following the launch of the Johnnie Walker paper-based bottle, the world’s first 100% PET-free paper-based Pulp bottle which is due to retail in 2023, Diageo’s sustainable packaging strategy is developing packs for the future- including the use of carbon capture in the decorative design of bottles and packaging based on biomimicry, designs that will be modelled on biological entities and processes, such as mycelium.
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