Diageo North America has committed to removing virgin plastic from bottles of one of its American whiskey brands.
The new bottles of Seagram’s 7 Crown will be made from 100% recycled plastic and will be available from the end of June.
This change is estimated to reduce the use of virgin plastic by almost 1,000 tonnes every year, which is the equivalent of removing 100 million half-litre bottles, which, if laid out in a row, would represent nearly 12,000 miles, almost five trips between New York and Los Angeles.
Jason Sorley, Brand Director of Diageo North America, said: “Great packaging is essential for our brands. Consumers expect our packs to be of the highest quality, while also being functional and sustainable.”
Ronald Holmes, Packaging Director of Diageo North America, added: “We continue to take an innovative approach towards delivering sustainable packaging designs and are proud that this move supports our goal to increase recycled content across our brands globally to 45%.”