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Packaging And Design

Diageo To Roll Out Seagram’s 7 Crown Whiskey In 100% Recycled Plastic Bottles

Diageo North America has announced that its iconic American blended whiskey, Seagram’s 7 Crown, will switch to bottles made with 100% recycled plastic.

The transition to recycled plastic will impact all of Seagram’s 7 Crown PET bottle formats in 1.75l, 750ml, 375ml and 200ml capacity.

The new bottles will be available in the United States from the end of June 2020, Diageo said.

'Environmental Footprint'

Jason Sorley, brand director of Diageo North America, said, “We are very excited to have Seagram’s 7 Crown move to 100% recycled PET, reinforcing our commitment to both innovation and minimising its environmental footprint.”

The move, which is a first for the brand and Diageo, will result in reducing the use of virgin plastic by almost 1,000 tonnes annually.

It is the equivalent of removing 100 million 500ml plastic bottles, which, if laid out in a row, would represent 11,957 miles or almost up to five trips between New York and Los Angeles, Diageo added.

'An Innovative Approach'

Packaging director at Diageo North America, Ronald Holmes, commented, “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 to switch to widely recyclable, or reusable or compostable plastics that allow for increased consumer recycling rates by 2025.

It is also a signatory to the Ellen MacArthur New Plastics Economy Global Commitment.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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