Diageo, renowned for brands like Johnnie Walker whisky, Don Julio tequila, and Guinness, has unveiled a global partnership with ecoSPIRITS, a circular economy technology firm. The agreement establishes a flexible framework for Diageo to test and expand circular packaging across an estimated 18 markets in the next three years. Initially, the collaboration will focus on Diageo’s Gordon’s gin, Captain Morgan rum, and Smirnoff vodka. This global pact follows the success of Diageo’s ecoSPIRITS initiative in Indonesia, initiated in 2022 with Smirnoff, and now operational in 38 bars.
With a history of innovative packaging, including the distribution of Guinness in kegs since 1749, Diageo plans to use ecoSPIRITS technology to distribute its spirits in a 4.5L ecoTOTE, functioning akin to a keg. This system operates within a closed-loop circular economy: once the ecoTOTE is empty, it will be collected, cleaned, refilled with the same spirit, and distributed for reuse.
The collaboration aims to deliver sustainability benefits to Diageo, including reduced carbon emissions and waste, although specific figures will be confirmed after the three-year period. These ecoTOTEs are designed for up to 150 uses, potentially eliminating the need for 1,000 glass bottles during their lifespan. Furthermore, there is an anticipated decrease in carbon footprint after the sixth use compared to the same volume of liquid in 70cl glass bottles.
Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer at Diageo, commented: “This is another example of a triple win where the planet, consumers and Diageo will all benefit. We will be able to reduce both carbon and cost and the pubs and bars will benefit from the ease of having reusable spirits packaging.”
Paul Gabie, CEO of ecoSPIRITS, commented: “ecoSPIRITS’ mission is to end single use glass in the spirits and wine industry. For the circular economy to achieve global scale, innovators like ecoSPIRITS need the support of industry leaders like Diageo in catalysing the linear to circular packaging transition. As such, this new global partnership is a significant milestone for ecoSPIRITS and our journey to a circular future. We are grateful to our partners at Diageo for the seriousness of their commitment to a more sustainable and inclusive world.”
The initial markets covered by the global agreement are anticipated to be operational by 2024. This move aligns with Diageo’s objective of cutting carbon emissions by 50% throughout its supply chain by 2030 and achieving net-zero emissions by 2050. Diageo commenced its collaboration with ecoSPIRITS under the Diageo Sustainable Solutions program in 2021. This initiative focuses on identifying technology innovators capable of filling the innovation gap within Diageo’s supply chain, aiding the company in achieving its Environmental, Social, and Governance (ESG) targets.
About Diageo:
Diageo stands as a leading global force in the beverage alcohol industry, boasting an impressive array of brands spanning spirits and beer categories. Among its renowned brands are Johnnie Walker, Crown Royal, J&B, and Buchanan’s whiskies, Smirnoff, Cîroc, and Ketel One vodkas, as well as Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.
Operating worldwide, Diageo’s products are available in over 180 countries. The company is dually listed on the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For further insights into Diageo, its team, brands, and performance, please visit www.diageo.com. To explore Diageo’s global responsible drinking initiatives, resources, and best practices, visit www.DRINKiQ.com.
About ecoSPIRITS:
ecoSPIRITS stands as a pioneer in circular economy technology, having developed the world’s premier low carbon, low waste distribution system tailored for premium spirits and wine. Our groundbreaking closed-loop system, backed by patents, nearly eradicates packaging waste throughout the supply chain. By significantly minimizing packaging and transportation, ecoSPIRITS offers a compelling cost advantage while effecting a substantial reduction in carbon footprint.
Established in Singapore in 2018, the ecoSPIRITS technology has expanded its reach to over 23 countries spanning Asia Pacific, Europe, and the Americas. Embraced by more than 2,000 esteemed bars, restaurants, hotels, and retailers, including Michelin-starred restaurants, World’s 50 Best and Asia’s 50 Best bars, as well as iconic hotels, the technology has gained rapid adoption. ecoSPIRITS is actively expanding its global closed-loop network and anticipates coverage in 27 countries by early 2024.
Collaborating with brand partners, importers, distributors, wholesalers, venues, and retailers, we are driving positive change. Annually, ecoSPIRITS and our partners eliminate hundreds of tons of single-use glass waste, plant tens of thousands of trees, and serve as a catalyst for inspiring change. For additional information, please visit www.ecospirits.global.
