Diageo Sets Sustainable Packaging Guidelines
Diageo has published its first sustainable packaging guidelines, setting 2015 goals to reduce average weight by 10 percent, increase recycled material content by 20 percent and ensure 100 percent of packaging is reusable, recyclable or âsuitable for waste management practices.â
The drinks company says it has established a sustainable packaging framework, implementation plan and targets to deliver the smallest possible environmental footprint, where practical. It has commissioned and created a sustainable packaging life cycle assessment tool, SPOT (Sustainable Packaging Optimisation Tool), to rapidly assess the environmental impact of new and existing pack designs. This tool will provide data early in the product development cycle, Diageo says.
The majority ofÂ Diageo’s global beverage volume is delivered in primary packaging made from glass, aluminum and steel, which are all recyclable. Glass accounts for over 90 percent of its packaging material.
The company says it will continue to promote low-carbon packaging options such as refillable bottles (which it uses more heavily in Africa) and will actively pursue and implement biodegradable or lower environmental impact options for hard-to-recycle components such as closures and outer cartons. It will also explore ways to simplify the number and combination of materials it uses.
The company says that its new Smirnoff Ice bottle design in Brazil has eliminated 2500 metric tons of glass, and in a typical yearÂ the companyÂ will aim to eliminate a further 14,000 metric tons.
But the company says, while lightweighting is often the right thing to do, âwe prefer to consider ârightweighting.ââ It says it will take care to ensure that lightweighting efforts donât lead to an increased number of breakages in transportation â and may even consider âheavyweightingâ if it will give packaging a second life.
DiageoÂ says that on average more than one-third of the glass in its bottles, up to 70 percent of board in outer cases, and up to 50Â percent of its aluminum cans come from recycledÂ material. It is aiming to use more recycled and sustainable sourced virgin materials through collaboration with suppliers and advances in technologies.
In announcing the guidelines, Diageo chief marketing officer Andy Fennell said that customers and consumers are increasingly demanding more sustainable packaging from leading consumer goods companies. For example, Wal-Mart has established a packaging scorecard which it uses to evaluate suppliers.
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