Bacardi aims to eliminate 1bn plastic straws by 2020

Bacardi has teamed up with environmental charity Lonely Whale to clamp down on single-use plastic and eradicate one billion plastic straws by 2020.

The latest collaboration from the drinks group, called The Future Doesn’t Suck, will also see Bacardi remove “non-essential”, non-recyclable single-use plastic across its global supply chain.

The campaign will feature numerous corporate and brand collaborations, events and global calls-to-action, and will also encourage consumers to join the movement and share ideas online via the hashtag #TheFutureDoesntSuck.

Rick Wilson, senior vice president of corporate responsibility for Bacardi, said: “Engaging our accounts and our consumers in the reduction of single-use plastic is a critical next step in helping to put an end to plastic pollution.

“Single-use plastic items are among the most collected pieces of trash in our oceans, and we are urging our consumers to add ‘no plastic straw, please’ to every drink order so together we can make an impactful change.”

The Future Doesn’t Suck campaign will initially launch in London, where Bacardi and Lonely Whale will work with consumers and businesses to help them cut down on their plastic straw usage.

A number of illustrations will accompany the campaign, depicting the “devastating” impact of single-use plastic straws on oceans.

Bacardi will no longer be serving single-use plastic straws at branded events, music activations or the Bacardi Rum Truck, and will also be introducing biodegradable paper cups across its UK activations.

Education

Furthermore, Bacardi has launched a new training programme at its global headquarters in Bermuda, designed to educate distributor partners and on-trade venues about plastic straw alternatives.

John Burke, chief marketing officer for Bacardi globally, said: “Our focus for the past two years has been leading the industry charge with our #NoStraws pledge and now is the time to review the larger issue of single-use plastic in the greater Bacardi world to determine how and where we can truly make a bigger difference and continue leading the charge to build a more sustainable future.

“I believe through collaborations like this one with Lonely Whale, where we can bring society and business together, we can make impactful change to ensure ‘the future doesn’t suck’.”

People keen to get involved in the campaign can learn more and commit to the cause by visiting thefuturedoesntsuck.org.

Several drinks companies have also taken initiatives to remove single-use plastic straws from their events or to highlight the issue through campaigns.

In March, blended Scotch brand Chivas Regal launched a new campaign urging consumers to ditch plastic straws.

Meanwhile, Pernod Ricard partnered with an edible straw producer to create the “straw of the future”. The drinks firm, alongside Diageo, has also removed non-biodegradable straws and stirrers across its business.

In April this year, British prime minister Theresa May said the UK government is prepared to ban the use of single plastic straws in England, subject to a consultation.