Diageo has extended its on-premise packaging arrangement with Ecospirits in a move the group claims is the “first … global agreement of this kind”.
Building on last year’s tie-up in South East Asia with Ecospirits, which is part-owned by Pernod Ricard, Diageo is now looking to run a three-year trial in 18 markets for the Captain Morgan rum, Gordon’s gin and Smirnoff vodka brands. The project sees the three brands utilise Ecospirits’ reusable, 4.5-litre ‘ecotote’ packs in the unnamed markets’ on-premise channels.
When contacted by Global Drinks Intel, a spokesperson for Diageo declined to provide specific market details, adding that the trial will go live next year.
The ecotote, which is the basis for a closed-loop, circular economy system, is “designed to be used up to 150 times”, according to Diageo, and will replace “up to” 1,000 glass bottles over its lifespan.
“Ecospirits’ mission is to end single-use glass in the spirits and wine industry,” said CEO Paul Gabie. “For the circular economy to achieve global scale, innovators … need the support of industry leaders like Diageo in catalysing the linear to circular packaging transition.
“As such, this new global partnership is a significant milestone for Ecospirits and our journey to a circular future.”
Back in May, Pernod Ricard participated in a funding round by Ecospirits, acquiring a “minority share” in the five-year-old company.
The reusable container for spirits that’s shaking up the on-premise – ESG
