ECC announces new partnership

Every Can Counts has announced its latest brand partnership with industry leading wine and spirits company, Pernod Ricard UK.

The partnership will see Pernod Ricard UK collaborate with the not-for-profit programme Every Can Counts, alongside drink can manufacturers and the wider recycling industry, to raise awareness of the importance of recycling.

As part of the partnership, Pernod Ricard UK will provide funding to Every Can Counts in support of the programme’s mission to increase recycling rates across the UK.

A series of joint event activations between Pernod Ricard UK and Every Can Counts will also be delivered during summer 2023, with Every Can Counts supporting a number of sampling campaigns and festival activations for Pernod Ricard’s Absolut and Malibu brands. The first of these partnership activations will be at Mighty Hoopla festival where Every Can Counts’ recycling ambassadors will be on hand to collect cans and educate consumers.

Pernod Ricard UK is committed to creating a better world through environmental initiatives. The company’s sustainability and responsibility roadmap – Good Times From A Good Place – has four core pillars: Circular Making, Nurturing Terroir, Valuing People and Responsible Hosting. A key commitment within the Circular Making pillar is working to reduce the company’s carbon footprint intensity by 50% by 2030 and achieving Net Zero by 2050.

As it continues to expand its ready-to-drink beverage range it is also introducing circular design principles to products, including the use of aluminium packaging which is infinitely recyclable. 

Ian Peart, commercial director at Pernod Ricard UK commented: “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.”

Chris Latham-Warde, programme manager for Every Can Counts said: “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.”

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