Diageo’s Seagram’s 7 Crown Says Goodbye to Virgin Plastic and Hello to rPET Bottles

Diageo North America has announced that its blended American whiskey Seagram’s 7 Crown bottles will be made from 100% recycled plastic (rPET). The move is a first for the brand and for Diageo.

Building on a decade long commitment to making its packaging more sustainable, Diageo North America will remove virgin plastic from Seagram’s 7 Crown bottles across all its PET (Polyethylene Terephthalate) formats including 1.75l, 750ml, 375ml and 200ml.

This change will reduce the use of virgin plastic by almost 1,000 tons annually – the equivalent of removing 100 million 500ml plastic bottles, which, if laid out in a row, would represent 11,957 miles (almost 5 trips between New York and Los Angeles).

The new bottles will be at retail across the Seagram’s 7 Crown range in the United States by the end of June 2020. A variety of the brand’s formats in glass bottles will remain alongside the new recycled PET bottles. As stated on the product’s label, Diageo encourages consumers to recycle so the material can be used again for bottles or other purposes.

“Great packaging is essential for our brands. Consumers expect our packs to be of the highest quality, while also being functional and sustainable,” said Jason Sorley, Brand Director, Diageo North America. “We are very excited to have Seagram’s 7 Crown move to 100% recycled PET, reinforcing our commitment to both innovation and minimizing its environmental footprint.”

Ronald Holmes, Packaging Director, 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%. Using recycled materials to make packaging reduces the carbon footprint of our brands, raises awareness with consumers, and encourages the industry to follow.”

In 2019, Diageo announced an investment to reduce the amount of plastics used in its beer packaging operations. It was followed by a Guinness Open Gate Brewery announcement that all Baltimore-brewed limited release canned multipacks available for purchase at the brewery will be sold in eco-friendly carriers as an alternative to the standard plastic rings typically used for beer.

In 2018, Diageo announced new plastics targets for 2025 and beyond. Its targets aim to ensure that 100% of plastics used are designed to be widely recyclable, or reusable or compostable, and made from recycled material. In December 2017, Diageo committed to phasing out the use of plastic straws and stirrers from its offices, events, promotions, advertising and marketing globally – and advocates the same to its partners and customers. Diageo is pleased to be a signatory to Ellen MacArthur New Plastics Economy Global Commitment.

Diageo’s Global Plastics Targets For 2025

• Ensure 100% of our plastic use is designed to be widely recyclable (or reusable/compostable), using plastics that allow for increased consumer recycling rates
• Achieve 40% average recycled content in our plastic bottles – and 100% by 2030
• Continue to invest in circular economy opportunities and other sustainable packaging breakthroughs
• Accelerate our support for recycling by increasing collaboration, particularly where we have influence, and engaging with Governments, peers and consumers to facilitate improved recycling.

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