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Brown-Forman unveils GTR green goals

Jack Daniel’s owner Brown-Forman has revealed its global travel retail (GTR) sustainability strategy, including an aim to make packaging for its brands fully recyclable or reusable by 2030.

The GTR sustainability goals include five goals

Brown-Forman’s GTR team has released its specific targets as part of the company’s overall corporate sustainability goals.

The new GTR plans lay focus on sustainable packaging and circular lifestyle, meaning resources are regenerative and will not run out.

Alex Alvarez, chief production and sustainability officer, said: “These commitments set us on a path that tangibly demonstrate to our consumers and partners that the brands they know and love are also committed to protecting the environment on which we depend.

“We look forward to working with our GTR partners to meet these sustainability commitments.”

The GTR sustainability commitments comprise five targets: an aim to achieve 100% carbon neutral team travel by 2022; to remove 100% single use plastic by 2023; to reduce gift packaging by half by 2027; for all promotional and merchandising pieces to be designed and built with environmental sustainable materials and have a circular life cycle by 2030; and 100% of brands’ primary packaging to be recyclable or reusable by 2030.

Aude Bourdier, the vice-president managing director for GTR and emerging marketing, said: “Sustainability is a huge challenge that the entire GTR industry must face and answer collectively. We all have a role to play and are committed to doing our share as representatives of the travel retail sector at Brown-Forman.”

In September 2021, Brown-Forman revealed a global sustainability strategy. The targets included: complementing the climate; the commitment to water stewardship, the circular economy and the supply chain being expanded to include packaging, agriculture, and forestry; and the pledge to have all Brown-Forman manufacturing facilities and supply chains worldwide achieve net-zero greenhouse gas emissions by 2045.

These targets are planned to be implemented in five-year steps.

In 2018, Brown-Forman became the first major US spirits producer to commit to purchasing renewable energy, and planned to cover 90% of its electricity needs with energy from wind farms for the next 15 years.

In recent news, the company grew its net sales by 20% in the first quarter of fiscal 2022.

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