Every Can Counts partners with Pernod Ricard to encourage aluminium can recycling

Every Can Counts (ECC) has launched its newest brand collaboration with Pernod Ricard UK, a major wine and spirits firm. Under this initiative, Pernod Ricard will engage with ECC, other drink can manufacturers, and a broader recycling sector to increase awareness of the need for recycling.

Pernod Ricard UK will offer cash to Every Can Counts as part of the collaboration to assist the program's aim of increasing recycling rates throughout the UK. As its ready-to-drink beverage line expands, it incorporates circular design elements into its goods, such as using endlessly recyclable aluminium packaging.

During the summer of 2023, Pernod Ricard UK and Every Can Counts will conduct a series of combined event activations, with Every Can Counts supporting various sample campaigns and festival activations for Pernod Ricard's Absolut and Malibu brands. The first collaboration activations will occur during the Mighty Hoopla event, where recycling ambassadors from Every Can Count will be on hand to collect cans and educate attendees.

"For RTDs, as for any other segment, we strive to be sustainable and responsible every step of the way, including in our packaging, energy and production, as well as transport. Aluminium is an infinitely recyclable material and in the UK, 82% of aluminium drink cans were recycled in 2021. We're excited to be working with Every Can Counts as we strive to increase that number," said Ian Peart, Commercial Director at Pernod Ricard UK.

Pernod Ricard UK is dedicated to making the world a better place via environmental initiatives. 'Good Times From A Good Place' is the company's sustainability and responsibility strategy, which includes four fundamental pillars: Circular Making, Nurturing Terroir, Valuing People, and Responsible Hosting. Working to lower the company's carbon footprint intensity by 50% by 2030 and reaching Net Zero by 2050 is a significant commitment under the Circular Making pillar.

Chris Latham-Warde, Programme Manager for Every Can Counts, commented: "We're always very excited to announce new partnerships, especially those with brands as well known and globally recognised as Pernod Ricard UK. It's great to see these industry leading brands taking steps to encourage their customers to do the right thing and we're looking forward to working with them to help raise awareness and inspire recycling across the nation."

Every Can Counts is a one-of-a-kind collaboration between beverage can producers and the larger recycling sector to obtain a 100 per cent recycling rate for beverage cans. The program's goal is to encourage customers to recycle their empty cans and make it simpler for consumers to recycle cans when they are away from home.

Throughout the year, its ambassadors disseminate the recycling word and collect cans at various festivals and public events. Every Can Counts also has a Green Can Award programme that honours local companies, community organisations, and charities for their recycling efforts.