PLAINFIELD, Ill., June 11, 2020 /PRNewswire/ -- Today Diageo
North America announces that its iconic blended American whiskey
Seagram's 7 Crown bottles will be made from 100% recycled plastic
(rPET). The move is a first for the brand and for Diageo.
Building on a decade long commitment to making its packaging
more sustainable, Diageo North America will remove virgin plastic
from Seagram's 7 Crown bottles across all its PET (Polyethylene
Terephthalate) formats: 1.75l, 750ml, 375ml and 200ml. This change
will reduce the use of virgin plastic by almost 1000 tons annually
– the equivalent of removing 100 million 500ml plastic bottles,
which, if laid out in a row, would represent 11,957 miles (almost 5
trips between New York and
Los Angeles).
The new bottles will be on shelf across the Seagram's 7 Crown
range in the United States from
the end of June 2020. A variety of
the brand's formats in glass bottles will remain alongside the new
recycled PET bottles. As stated on the product's label, Diageo
encourages consumers to recycle so the material can be used again
for bottles or other purposes.
"Great packaging is essential for our brands. Consumers
expect our packs to be of the highest quality, while also being
functional and sustainable,"
said Jason Sorley, Brand
Director, Diageo North America. "We are very excited to have Seagram's
7 Crown move to 100% recycled PET, reinforcing our commitment to
both innovation and minimizing its environmental
footprint."
Ronald Holmes, Packaging
Director, Diageo North America added: "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."
Last year, Diageo announced an investment to reduce the amount
of plastics used in its beer packaging operations. It was
followed by a Guinness Open Gate Brewery announcement that all
Baltimore-brewed limited release
canned multipacks available for purchase at the brewery will be
sold in ecofriendly carriers as an alternative to the standard
plastic rings typically used for beer.
These innovations bring Diageo closer to its ambitious targets
for use of plastics. In 2018, Diageo announced new plastics targets
for 2025 and beyond. Its targets aim to ensure that 100% of
plastics used are designed to be widely recyclable, or reusable or
compostable, and made from recycled material. In December 2017, Diageo committed to phasing out
the use of plastic straws and stirrers from its offices, events,
promotions, advertising and marketing globally – and advocates the
same to its partners and customers. Diageo is pleased to be a
signatory to Ellen MacArthur New
Plastics Economy Global Commitment.
Notes to editors:
DIAGEO'S GLOBAL PLASTICS TARGETS FOR 2025
- Ensure 100% of our plastic use is designed to be widely
recyclable (or reusable/compostable), using plastics that allow for
increased consumer recycling rates
- Achieve 40% average recycled content in our plastic bottles -
and 100% by 2030
- Continue to invest in circular economy opportunities and other
sustainable packaging breakthroughs
- Accelerate our support for recycling by increasing
collaboration, particularly where we have influence, and engaging
with Governments, peers and consumers to facilitate improved
recycling.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and our products are sold
in more than 180 countries around the world. For more information
about Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow us on Twitter and Instagram for news
and information about Diageo North America: @Diageo NA.
About Seagram's 7 Crown
Seagram's 7 Crown is an
American icon with a rich heritage dating back to the 1930s. A
blended American whiskey, Seagram's 7 Crown has a legacy of
bringing people together through its easy-to-drink, smooth liquid.
Seagram's 7 Crown is casual, approachable and has a taste profile
that stands the test of time on its own and in its signature drink,
the 7 & 7. For more
information, visit seagrams7.com and follow us on
Instagram @seagrams7. Seagram's 7 Crown encourages all
consumers to please enjoy responsibly.
Media Contact:
Luis Carlos
Rabago, Diageo
luis.rabago@diageo.com
(203) 690.0860
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SOURCE Diageo North America