- Diageo becomes first spirits producer to sign a global agreement with ecoSPIRITS for the distribution of Gordon’s, Captain Morgan and Smirnoff in reusable glass packaging format in an expected 18 markets over the next three years.
- Diageo’s spirits will be sent to participating bars, hotels and restaurants in a 4.5L ecoTOTE designed to be used up to 150 times, and once empty will be collected, cleaned and refilled with the same spirit.
- ecoSPIRITS provides the world’s first lower carbon, lower waste spirits distribution technology through a circular economy format, known as ecoTOTEs.
Wednesday 29th November: Diageo, the maker of Johnnie Walker whisky, Don Julio tequila and Guinness, has today announced a global agreement with circular economy technology company ecoSPIRITS. The agreement provides a flexible framework that allows Diageo to pilot and scale circular packaging in an expected 18 markets in the next three years. The collaboration will initially be across Diageo’s Gordon’s gin, Captain Morgan rum and Smirnoff vodka. The global agreement follows the success of Diageo’s ongoing ecoSPIRITS programme in Indonesia with Smirnoff, which started in 2022 and is now active in 38 bars.
Diageo has a long history of innovation within technological and packaging formats and has been distributing Guinness in kegs since 1749. The innovative ecoSPIRITS technology will enable Diageo spirits to be distributed in a 4.5L ecoTOTE, which functions like a keg. It will provide a closed loop circular economy system; once the ecoTOTE is empty it will be collected and taken to offsite facilities, where it will be cleaned and refilled with the same spirit before being distributed and used again.
Diageo has a long history of innovation within technological and packaging formats and has been distributing Guinness in kegs since 1749.
The collaboration is expected to deliver sustainability benefits to Diageo with reductions in carbon emissions and waste with the exact figures to be confirmed on conclusion of the three year period. The ecoTOTEs are designed to be used up to 150 times and are expected to eliminate the use of up to 1,000 glass bottles over their lifespan. There is also an anticipated carbon footprint benefit after the sixth use, compared to that volume of liquid in 70cl glass bottles.
“This is another example of a triple win where the planet, consumers and Diageo will all benefit,” said Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer at Diageo. “We will be able to reduce both carbon and cost and the pubs and bars will benefit from the ease of having reusable spirits packaging.”
The first markets in the global agreement are expected to go live in 2024. This is a step towards Diageo’s goal of reducing carbon emissions across the supply chain by 50% by 2030 and reaching net zero by 2050.
“ecoSPIRITS’ mission is to end single use glass in the spirits and wine industry,” explained Paul Gabie, CEO of ecoSPIRITS. “For the circular economy to achieve global scale, innovators like ecoSPIRITS need the support of industry leaders like Diageo in catalyzing the linear to circular packaging transition. As such, this new global partnership is a significant milestone for ecoSPIRITS and our journey to a circular future. We are grateful to our partners at Diageo for the seriousness of their commitment to a more sustainable and inclusive world.”
Diageo first started working with ecoSPIRITS through the Diageo Sustainable Solutions program in 2021. The program aims to find technology innovators that can bridge the innovation gap across Diageo’s supply chain to help the company reach its ESG targets.
Source: Diageo
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Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
