Diageo whiskey brand’s rPET switch wipes out 1000 tons of virgin plastic

17 Jun 2020 --- Alcoholic beverage giant Diageo North America has launched 100 percent recycled PET (rPET) bottles for its Seagram's 7 Crown American whiskey brand across all formats (1.75 L, 750 ml, 375 ml and 200 ml). Diageo expects to achieve a reduction in virgin plastic of almost 1000 tons annually – the equivalent to removing 100 million 500 ml plastic bottles from shelves. The new bottles will be available across the Seagram's 7 Crown range in the US from the end of June 2020, alongside a variety of the brand's glass bottle formats.

The new Seagram's 7 Crown American whiskey bottles represent Diageo’s first 100 percent recycled plastic achievement. As stated on the product’s label, the company encourages consumers to recycle so the material can be used again for bottles or other purposes.

“We have tested premium whiskey to exacting standards and consumer experience of the [rPET] product is exactly how it is when consumed from our glass packaging. At Diageo we are committed to making our packaging more sustainable, minimizing its environmental footprint while fulfilling its purpose to protect, deliver and present our products to consumers,” Ronald Holmes, Packaging Director, Diageo North America tells PackagingInsights.

“Our main challenge in this process was to make sure we met the color standard and minimized any flaws on the bottle. To address it we increased our quality inspections, both manually and mechanically, which led to producing a 100 percent recycled plastic bottle meeting the quality standards we were looking for,” Holmes explains.

Target 2030: 100 percent recycled plastic across all brands
As part of Diageo’s global plastic targets for 2025, the company is aiming for 40 percent average recycled content in its plastic bottles, and 100 percent by 2030. Diageo has also pledged that 100 percent of its plastic use will be designed for wide recycling, or be reusable or compostable.Seagram's 7 Crown American whiskey's transition to 100 percent rPET saves the equivalent of 11,957 miles of virgin plastic bottles.

The Seagram's 7 Crown American whiskey brand transition to 100 percent rPET constitutes a big step in the right direction, removing an estimated 100 million 500 ml plastic bottles from circulation, which, if laid out in a row, would represent 11,957 miles (almost five trips between New York and Los Angeles).

Last year, Diageo announced an investment to reduce the amount of plastics used in its beer packaging operations. It was followed by a Guinness Open Gate Brewery announcement that all Baltimore-brewed limited release canned multipacks available for purchase at the brewery will be sold in eco-friendly carriers as an alternative to the standard plastic rings typically used for beer.

In December 2017, Diageo committed to phasing out the use of plastic straws and stirrers from its offices, events, promotions, advertising and marketing globally – and advocates the same to its partners and customers. Diageo is also a signatory to Ellen MacArthur New Plastics Economy Global Commitment.

“We continue to take an innovative approach towards delivering sustainable packaging designs and are proud that this move supports our goal to increase recycled content across our brands globally to 45 percent. Using recycled materials to make packaging reduces the carbon footprint of our brands, raises awareness with consumers, and encourages the industry to follow,” Holmes concludes.

Diageo is a global leader in beverage alcohol with an extensive collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

By Joshua Poole