We are really excited to announce the new brand partnership between Every Can Counts Ireland and UK with the global hard seltzer brand, White Claw, to help inspire and encourage drink can recycling.
The partnership will see White Claw collaborate with our teams in Ireland and the UK, drink can manufacturers and the wider recycling industry to raise awareness of the importance of recycling and increase recycling rates across both the UK and Ireland.
As part of the partnership, White Claw will provide funding to our programme, with both brands working together to spread the message that drink cans are infinitely recyclable.
To mark the launch of the partnership in Ireland, our team provided recycling support at White Claw’s summer pop-up brand activation in Dublin, which ran in last month. A unique recycling cage installation in the shape of a ‘recycle swoosh’ allowed members of the public to see the progress of their recycling efforts throughout the day, while a can crusher beside the installation added an interactive element for those making their empty cans count.
White Claw will also be using our programme’s recycling bins at a number of upcoming sampling activities in the UK in order to make it easier for consumers to do the right thing with their empty cans.
Made with sparkling water, triple distilled spirit and a hint of natural flavour, White Claw Hard Seltzers are stocked in major retailers across the UK and Ireland.
Michael Dean, Head of Marketing at White Claw, said: “Being one of the most popular hard seltzer brands, it’s so important to us that each and every one of our drink cans sold in the UK and Ireland are recycled. With the support of Every Can Counts, we’re confident that we can do our bit to help inspire our customers to close the loop when it comes to empty cans.”
Róisín O’Brien, Every Can Counts Ireland programme manager, said: “We’re very excited to announce our latest partnership with White Claw. It’s great to see such a globally recognised brand taking steps to help raise awareness and encourage drink can recycling. Consumers are increasingly conscious of the environment and their impact on it, but there’s definitely more we can do with White Claw and the wider industry to drive positive change in the years to come.”
As a unique partnership formed between drink can manufacturers and the wider recycling industry, our programme’s vision is to reach a 100% recycling rate for drinks cans in Europe.
Last year saw record-highs for the UK’s recycling rates with more than four out of five drink cans sold in the country being recycled as nationwide lockdowns made it easier for people to recycle.
Ireland has one of the highest rates in Europe for aluminium drink can recycling and recovery, with 89% of cans sold in the country being recycled or recovered in 2019.
Let’s keep the cycle going!