Every Can Counts UK announced its latest brand partnership with industry-leading wine and spirits company Pernod Ricard. The partnership will see Pernod Ricard collaborate with Every Can Counts UK, alongside drink can manufacturers and the wider recycling industry, to raise awareness of the importance of recycling and work together to increase the recycling rate for drink cans across the country.
Our team member will be working with Pernod Ricard UK and its brands to encourage more recycling in on-the-go locations. Over the summer months, they will be supporting a number of sampling campaigns and festival activations for Pernod Ricard’s Absolut and Malibu brands. The first of these partnership activations will be at Mighty Hoopla festival in London, where the recycling ambassadors will be on hand to collect cans and educate consumers.
Pernod Ricard UK is committed to creating a better world through environmental initiatives. The company’s sustainability and responsibility roadmap – Good Times From A Good Place – has four core pillars: Circular Making, Nurturing Terroir, Valuing People and Responsible Hosting. A key commitment within the Circular Making pillar is working to reduce the company’s carbon footprint intensity by 50% by 2030 and achieving Net Zero by 2050.
Ian Peart, Commercial Director at Pernod Ricard UK, commented: “For RTDs, as for any other segment, we strive to be sustainable and responsible every step of the way, including in our packaging, energy and production, as well as transport. Aluminium is an infinitely recyclable material, and in the UK, 82% of aluminium was effectively recycled in 2021. We’re excited to be working with Every Can Counts as we strive to increase that number.”
Chris Latham-Warde, Programme Manager for Every Can Counts UK, said: “We’re always very excited to announce new partnerships, especially those with brands as well known and globally recognised as Pernod Ricard UK. It’s great to see these industry-leading brands taking steps to encourage their customers to do the right thing, and we’re looking forward to working with them to help raise awareness and inspire recycling across the nation.”
To celebrate the new partnership, Every Can Counts UK is giving away a hamper with 40 cans of Absolut and Malibu cocktails to share with friends this summer. Learn more here: https://everycancounts.co.uk/pernod-ricard-giveaway/