The Smirnoff, Guinness and Bell’s whisky producer has issued its first sustainable packaging guidelines, which it says will apply to its entire supply chain from raw materials to consumer waste.
The company said its vision was “to manage and reduce the impact of our packaging at every stage” and the guidelines were based on “the common principles of ‘reduce, reuse, and recycle’”.
Andy Fennell, chief marketing officer, said: “Packaging is vital in delivering and protecting our valuable brands – and increasingly customers and consumers are demanding more sustainable packs from all leading consumer goods companies. Wal-Mart, for example, has established a comprehensive packaging scorecard on which suppliers are evaluated. These new guidelines will be adopted throughout our business to ensure we drive year on year improvements. ”
Diageo’s commitment includes identifying the potential for light weighting packaging, increasing the use of recycled content and optimising packaging for recycling or reuse.