Eco Spirits equips Johnnie Walker producer Diageo with reusable packaging to replace glass

04 Dec 2023 --- Eco Spirits is partnering with Diageo, the maker of Johnnie Walker whisky, Don Julio tequila and Guinness, to establish a framework for piloting and scaling packaging across 18 markets in the next three years.

The Eco Spirits technology will enable Diageo spirits to be distributed in a 4.5 L Eco Tote, which functions like a keg. It will provide a closed-loop circular economy system. 

Once the Eco Tote is empty, it will be collected and taken to offsite facilities, where it will be cleaned and refilled with the same spirit before being distributed and used again. 

The collaboration will initially focus on Diageo’s Gordon’s gin, Captain Morgan rum and Smirnoff vodka. The global agreement follows the success of Diageo’s ongoing Eco Spirits program in Indonesia with Smirnoff, which started in 2022 and is now active in 38 bars. 

Paul Gabie, CEO of Eco Spirits, comments: “Eco Spirits’ mission is to end single-use glass in the spirits and wine industry. For the circular economy to achieve global scale, innovators like Eco Spirits need the support of industry leaders like Diageo in catalyzing the linear to circular packaging transition.” 

Once the Eco Tote is empty, it will be collected, cleaned and refilled with the same spirit and used again. Earlier this year, Packaging Insights spoke to Gabie about Eco Spirits’ background, mission and closed-loop packaging technology. We also discussed why Gabie believes that reuse — rather than recycling — is the future of the industry and explored the challenges associated with establishing a reuse economy at scale.

Replacing glass bottles
The Diageo collaboration is expected to deliver environmental sustainability benefits to the company through  reductions in carbon emissions and waste, with the figures to be confirmed at the end of the three year period. 

The Eco Totes are designed to be used up to 150 times and are expected to eliminate the use of up to 1,000 glass bottles over their lifespan. There is also an anticipated carbon footprint benefit after the sixth use, compared to that volume of liquid in 70 cL glass bottles. 

Ewan Andrew, president, for Global Supply Chain & Procurement and chief sustainability officer at Diageo, says: “This is another example of a triple win where the planet, consumers and Diageo will all benefit. We will be able to reduce both carbon and cost, and the pubs and bars will benefit from the ease of having reusable spirits packaging.”

The first markets in the global agreement are expected to go live in 2024. This is a step toward Diageo’s goal of reducing carbon emissions across the supply chain by 50% by 2030 and reaching net zero by 2050. 

Diageo first started working with Eco Spirits through the Diageo Sustainable Solutions program in 2021. The program aims to find technology innovators who can bridge the innovation gap across Diageo’s supply chain to help the company reach its ESG targets. 

By Natalie Schwertheim