Beefeater owner Pernod Ricard and spirits distribution system Ecospirits have partnered to utilise closed loop packaging technology.
The collaboration will see Pernod Ricard’s brands Absolut Vodka, Beefeater Gin and Havana Club Rum available in Ecospirits’ sustainable packaging.
The partnership is said to be a first of its kind for a global brand portfolio, marking the industry’s wider transition to ‘circular spirits’.
Hermance De La Bastide, vice-president, corporate affairs and sustainability, Pernod Ricard Asia, said: “Our partnership with Ecospirits, as part of our Bar World of Tomorrow initiative, reflects our ambition to create more sustainable and responsible moments of conviviality.”
Pernod Ricard’s Bar World of Tomorrow programme promotes more sustainable and responsible bar practices through the training of bartenders. Since January 2021, almost 100 bartenders in Hong Kong have completed the training programme, according to the brand.
De La Bastide added: “The global bar scene has suffered greatly during the pandemic, and this is all the more true now especially in Hong Kong.
“We believe in the fortitude and resilience of the industry, and we aim to help alleviate any burden that we can, including helping to introduce sustainable practices to their business in an effective way.
“True to our vision, we strongly believe in working with others across the industry to strengthen what we do collectively. Ecospirits is a wonderful partner to help our industry minimise waste and its carbon footprint, while also protecting our natural resources.”
Absolut Vodka, Beefeater Gin and Havana Club Rum will be presented in co-branded eco-packaging from Ecospirits, also known as the Ecotote. The packaging appears as a box, is machine washable with a screw top, and features a QR code for tracking.
The brands will be available in this format in up to 80 bars, restaurants and hotels in Singapore and Hong Kong, including cocktail bar 28 Hong Kong Street.
Pernod Ricard hopes to include more bars and restaurants in both cities in the future, before expanding the programme to other key markets and brands in Asia and beyond.
‘Dramatically reducing waste’
Using the Ecospirits carbon calculator, the initiative is projected to reduce the carbon emissions of packaging and distribution for the participating Pernod Ricard brands by an average of 66%, when compared with the traditional format of single use glass bottles.
Paul Gabie, CEO of Ecospirits, said: “The transition to circular is one of the most important movements in the spirits industry today. ‘Circular Making’ offers the prospects of dramatically reducing our industry’s waste and environmental footprint.
“There is simply no more effective way to do our collective part in supporting the United Nations Sustainable Development Goals and the global drive to net zero.
“Welcoming Pernod Ricard to the low carbon revolution is a major milestone, both for Ecospirits and the industry. When industry leaders begin to back circular, our collective future gets brighter.”
Last year, Pernod Ricard Global Travel Retail (GTR) created an ‘industry-first’ sustainability tool for the design of its retail fixtures.
For more on packaging sustainability and innovation, see The Spirits Business‘ feature exploring producers determined to lead the way when it comes to reducing waste.
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Author: Alice Brooker