Diageo Sets Goals for Sustainable Packaging Initiative

Picture of bottles of Diageo products.Diageo, a world leader in premium drinks with popular brands including Guinness, Captain Morgan, Tanqueray, Baileys, Smirnoff and Jose Cuervo, has recently published its first sustainable packaging guidelines. The company's main goals for improving the sustainability of its packaging involve minimizing packaging materials and enhancing design for a better opportunity to reduce, reuse and recycle.

  • Reduce: The company will use advanced design techniques to reduce packaging materials and weights, and has already shown how it can reduce packaging through its Smirnoff Ice bottles introduced in Brazil. The design eliminated 2,500 metric tonnes of glass. Diageo is working to cut its product packaging's average unit weight by 10% by 2015.
  • Reuse: Most of Diageo's products are packaged in glass, aluminum and steel packaging. By 2015, the company hopes to make 100% of its packaging designs reusable, recyclable or qualified for individual countries' waste management practices.
  • Recycle: Today, about one-third of the glass used in Diageo beverage bottles are from recycled sources. Paperboards and aluminum cans are also made from recycled materials. Diageo is working to increase its use of recycled content by 20% by 2015, so that more than 40% of its packaging is made with recycled materials.

Diageo's Sustainable Packaging Guidelines comes as consumers and retailers demand more eco-friendly packaging options. Even just the smallest change in packaging design can have a huge impact on the environment.

As a leading provider of sustainable packaging solutions and custom packaging design, we applaud Diageo and all other companies, large and small, for their efforts to reduce waste. Contact us today for more information on our packaging services.