As part of a strategy to strengthen its sustainability commitment, liquor giant Diageo has launched a program to eliminate the use of 183 million cardboard gift boxes from its premium Scotch portfolio around the world.
Diageo says nearly 5 million tonnes of cardboard and paper packaging go to waste in the UK alone each year.
“Waste caused by surplus packaging is placing an unnecessary burden on the planet,” said Ewan Andrew, chief sustainability officer at Diageo.
The program allows customers to join forces in protecting the environment and it will be expanded to more Diageo brands and drink categories next year if the consumer response is good.
“Paper and cardboard are highly sustainable forms of packaging, but it is time to review what is actually needed to package a product, as opposed to packaging it that way for historical reasons. We believe that the liquid in our premium Scotch products is the gift. They do not always need cardboard gift boxes to enhance this.”
The launch follows the success of the Johnnie Walker paper-based bottle, which according to the brand, is the world’s first 100 per cent PET-free paper-based Pulp bottle, which will go onto retail shelves next year.
Meanwhile, Diageo targets to become zero waste in terms of landfill contributions from its own operations and offices by 2030. The company also has a strategy for its sustainable packaging in the future, which includes biomimicry-based packaging and the use of carbon capture in the decorative design of bottles.
