Diageo unveils 100% recycled plastic bottle

Diageo’s North American arm has created its first 100% recycled plastic bottle, which will be rolled out across the Seagram’s 7 Crown American whiskey brand.

Seagram’s 7 Crown is one of the biggest-selling American whiskey brands in the world

The move, described as a first for Diageo, will see the group remove plastic from Seagram’s 7 Crown bottles across all its PET (Polyethylene Terephthalate) formats: 1.75-litre, 750ml, 375ml and 200ml. The new bottles will be on shelf in the US from the end of June.

This change will reduce the use of plastic by nearly 1,000 tonnes annually – the equivalent of removing 100 million 500ml plastic bottles. Diageo said the bottles laid out in a row would represent 11,957 miles – almost five trips between New York and Los Angeles.

A number of the brand’s formats in glass bottles will remain alongside the new recycled plastic bottles. On the bottle’s label, Diageo is encouraging consumers to recycle so the material can be reused again.

Ronald Holmes, packaging director, Diageo North America, said: “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%.

“Using recycled materials to make packaging reduces the carbon footprint of our brands, raises awareness with consumers and encourages the industry to follow.”

In 2018, Diageo pledged new recycling targets for 2025 and beyond. The firm aims to ensure that 100% of plastics used are designed to be widely recyclable, reusable or compostable, and made from recycled material.

The drinks group has also phased out the use of plastic straws and stirrers from its offices, events, promotions, advertising and marketing across the world.