Beefeater eliminates plastic from its new bottle

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Beefeater – a gin brand – has launched a new 100% recyclable bottle with paper labels and an aluminum cap which will be launched globally across its gin range this month. Beefeater, owned by drinks giant Pernod Ricard, launched the new range of bottles to coincide with its “200 years of distilling heritage” . The new bottle replaces a plastic cap with an aluminum variant, while the previous PVC label has been replaced with paper. As such, the glass bottle is 100% recyclable. The purpose of the initiative According to the company, the replacements will generate annual savings of 410 tons of plastic, which is equivalent to 17 million water bottles. The new Beefeater bottle will be launched globally from January 2021 and will extend to the entire range, excluding Beefeater 24. Beefeater Global Brand Director Murielle Dessenis commented: « While our packaging has evolved, our award-winning gin remains the same, with every drop distilled in the heart of London. The design of a bottle, from its shape to its label, paints a picture of the taste of the liquid it contains.

The brand is fortunate to have 200 years of distilling heritage to draw from and this new packaging certainly celebrates the history, but also looks forward to the next 200 years. The new design has gone down well with bartenders and consumers alike, and we're proud to have designed this new iteration of the iconic Beefeater bottle with sustainability in mind, taking the brand to the next step in its journey with a natural evolution. for today. An alignment with sustainability strategies The bottle launch aligns with Pernod Ricard's broader sustainability strategies. Pernod Ricard Europe Cell Phone Number List has set a target to end the use of single-use plastic point-of-sale (POS) items within four years, pledging to achieve the ambition by 2021. Pernod Ricard, a member of the Ellen MacArthur Foundation 's New Plastics Economy , also aims to improve packaging recyclability: By 2025, Pernod Ricard will aim for 100% of its packaging to be recyclable, compostable, reusable or bio-based. By 2030, five new closed-loop methods of distributing its wine and spirits will be introduced to increase recycling rates in the company's 10 largest markets that have low recycling rates.



In 2018, Pernod Ricard banned plastic straws and stirrers at its events. Beefeater is the latest alcoholic beverage to come in new sustainable packaging. Last year, Diageo introduced a plastic-free paper-based spirits bottle, which will debut in the company's Johnnie Walker Scotch whiskey range this year. Diageo , which makes renowned drinks such as Smirnoff and Guinness, claims the bottle is the world's first 100% plastic-free paper-based variant. The bottle is made from sustainably sourced wood fiber and meets food safety standards. Smirnoff. Beefeater eliminates plastic from its new bottle On the other hand, the Danish brewer Carlsberg presented prototypes of the world's first beer bottles made with recyclable and biological materials. Carlsberg will test the barrier technology with the ambition of being able to market a 100% bio-based bottle that does not contain polymers.