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Pernod Ricard advances partnership with EcoSpirits
Absolut owner Pernod Ricard has signed a five-year global licensing agreement with EcoSpirits, allowing it to use the brand’s closed loop packaging technology in new markets.
Pernod Ricard purchased a minority stake in the spirits distribution system last year, and the deal enables it to utilise the circular packaging technology in on-trade venues around the world.
Previously, Pernod Ricard trialled a successful pilot run in Singapore using EcoSpirits for its Havana Club rum, Absolut Vodka and Beefeater London Dry Gin brands.
The new agreement will make the technology available for the trio in new markets, with more Pernod brands to be added over time.
Maria Pia De Caro, EVP integrated operations and sustainability at Pernod Ricard, said: “This next step in our partnership with EcoSpirits reflects our belief in the transformative power of this solution to enhance operational efficiency and reduce not only our environmental footprint, but the impact of our industry at large.”
EcoSpirits produces low-carbon, low-waste distribution systems where spirit and wine products are transported in bulk via a fully-reusable glass EcoTote container and then dispensed in on-trade venues using Smartpour technology.
The system is designed to avoid the use of glass and secondary packaging.
Paul Gabie, CEO of EcoSpirits, added: “Pernod Ricard and EcoSpirits have been working together for almost three years now to make circularity a reality in the spirits industry. This new global agreement builds on that journey, and our combined expertise, to bring circular packaging to more Pernod Ricard markets around the world.
“We are inspired by Pernod Ricard’s commitment to circular making and look forward to working even more closely with their brands and market teams.”
Other brands that have partnered lately with EcoSpirits include Avallen Calvados and French orange liqueur Cointreau.
Packaging has been targeted as a way for spirits producers to act more sustainably, and EcoSpirits has helped brands achieve this without losing a sense of luxury in their premium designs.