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Silver Circle Distillery launches refill scheme

Welsh distillery Silver Circle has launched a sustainable gin refill scheme to mark World Refill Day today (16 June).

Customers can refill their Wye Valley Gin bottles using the new recyclable 50ml cans

The scheme offers three new ways for customers to ‘reuse and refill’ its signature Wye Valley Gin following research commissioned by the organisation behind World Refill Day, City to Sea, which suggested that 91% of Welsh consumers would like to see more refill and reuse options available near them.

Silver Circle co-founder Joe Howden said: “As a distillery we are always looking at ways that we can make our offering more sustainable, and one of the things that we kept hearing from our customers buying Wye Valley Gin was that they loved the bottle, but it felt kind of wrong to just throw it in the recycling bin after they’d drunk the contents.

“With our new refill scheme, they will only ever have to purchase the original glass bottle once and can simply refill it one of three ways – saving on waste and reducing the carbon footprint.”

The new ‘refill and reuse’ initiatives have been revealed as part of World Refill Day’s global public awareness campaign, which aims to make it easier for people to find places to eat, drink and shop with less waste.

From today, consumers who have purchased a 700ml bottle of Silver Circle Distillery Wye Valley Gin, which clocks in at 42% ABV and retails for £40 (US$48.47), will be able to refill the glass bottles with the purchase of one of the distillery’s new 500ml refill cans from the distillery website for £28 (US$33.91).

The cans are made from infinitely recyclable aluminium, and are lighter to transport, creating a smaller carbon footprint than the original bottle.

Walk-in customers at the Silver Circle Tasting Room in Chepstow will benefit from a £5 (US$6) discount if they bring back their empty bottle of Wye Valley Gin and have it refilled in-house.

On-trade customers can buy the gin at trade prices in reusable 5l ‘jerry cans’ to refill their original bottle for use on the bar, instead of buying a new case of glass bottles; every reusable jerry can saves on seven glass bottles entering the recycling stream.

In April this year, Three Wrens Distillery launched a similar scheme to increase the sustainability of the business.

Earlier this year, Silver Circle launched Wales’ ‘first’ Aquavit.

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