International alcoholic beverage company Diageo has announced the start of a programme to phase out the use of 183 million cardboard gift boxes from its premium Scotch portfolio around the world.
The phased removal of cardboard gift boxes is an attempt to test consumer response, reduce waste and contribute to Diageo’s 10-year action plan, affecting brands such as Johnnie Walker Black Label Blended Scotch Whisky.
Every year, nearly five million tonnes of cardboard and paper is packaging waste in the UK alone, and despite its ability to be recycled, increased demand has led to cardboard shortages.
The company has expressed its commitment to becoming sustainable by design and has set the ambition to be zero-waste to landfill from its own operations and offices by 2030. Following the launch of the Johnnie Walker paper-based bottle, the world’s first 100% PET-free paper-based Pulp bottle which is due to retail in 2023, Diageo’s sustainable packaging strategy is developing packs for the future.
Plans include packaging based on biomimicry, designs modelled on biological entities and processes and the use of carbon capture in the bottle’s decorative designs.
The phased removal of cardboard gift boxes across the premium Scotch portfolio will allow consumer response to be assessed in countries all over the world. If successful, the programme will be expanded to more Diageo brands in 2023.
Ewan Andrew, Chief Sustainability Officer, Diageo, commented: “Waste caused by surplus packaging is placing an unnecessary burden on the planet. Paper and cardboard are highly sustainable forms of packaging but it is time to review what is actually needed to package a product, as opposed to packaging it that way for historical reasons. We believe that the liquid in our premium Scotch products is the gift. They do not always need cardboard gift boxes to enhance this.”
Additionally, the brand has extended its global CSR campaign towards local initiatives including Malta. Our beautiful island is known for its stunning beaches and crystal-clear waters. However, like many popular tourist destinations, our beaches often suffer from the effects of littering and pollution.
In response to this, Johnnie Walker in collaboration with local NGO ‘Zibel Malta’ will be organising 2 local beach clean ups in Malta.
The beach clean-up will be organised by a group of passionate volunteers who want to make a positive impact on our local community. The event is open to the public, and anyone who would like to contribute is welcome to join.
Make a positive impact in your community. By taking action and working together, we can make a difference and create a better world for future generations to come.
Date: Saturday 1st July 9am
Location: TBD
Equipment Provided: Gloves, Bags & Knifes
Participants welcome: divers, snorkel and coastal volunteers
Sunblock: Provided on the day
Food & Drink: Free on the day