To accelerate this trend in Asia, three key elements must be considered.įirst, understanding consumer behaviour is critical. We see green shoots in appetite for products that are produced sustainably.
The programme is expected to eliminate more than 95 percent of our packaging waste. The project aims to introduce a more sustainable approach to bottling, storing, and dispensing spirits at selected on-premise locations, featuring two of our leading spirit brands, Smirnoff Vodka and Captain Morgan Rum. Most recently in April 2022, Diageo collaborated with EcoSpirits to pilot an innovative closed-loop packaging and distribution method in Southeast Asia. Govender: There is a growing demand for sustainable packaging solutions.ĭiageo has introduced a number of sustainable packaging solutions as we rethink the materials we use to craft and package our products. RiA: What packaging trends in the alco-bev industry in APAC are you currently seeing?
We also teamed up with Air-Ink to produce exclusive Johnnie Walker bottles that showcase intricately printed illustrations with ink made from air pollution by recycling carbon emissions. Other sustainability projects we have done in Thailand include the collaboration between Diageo Moët Hennessy Thailand (DMHT) and Bangkok Flower Centre to reuse Johnnie Walker bottles for orchid cultures. With the campaign, we aim to reduce 2.5 million kilograms of carbon dioxide within 10 years through a forestation collaboration with EcoMatcher, where our employees can join tree-planting activities. In Thailand, we aim to reduce pollution from the production process of one million card boxes and reduce the waste caused by one million boxes used in socialising activities within one year. Live in Singapore and Thailand now, the campaign aims to reduce cardboard packaging for our alcoholic brands, including Johnnie Walker Red Label, Johnnie Walker Black Label and Johnnie Walker Double Black.
The ‘Step Out of the Box’ campaign is an iteration of this global effort. Govender: In 2022, we announced a programme to phase out the use of 183 million cardboard gift boxes from our premium Scotch portfolio around the world. Which Asian markets will be the first to witness this campaign? RiA: Tell us about Diageo’s programme to remove cardboard gift boxes. To that end, we are focused on innovations that improve circularity and reduce waste – for our business and the planet. One key pillar is our focus on pioneering grain to glass sustainability. To share wider context, Diageo’s Society 2030: Spirit of Progress (SOP) is our 10-year action plan to help make a positive impact towards creating a more inclusive and sustainable world. The choices we make have both considerable commercial and environmental impacts. Packaging is a significant part of our yearly spending. Govender: In our business, packaging can range from 50-litre stainless steel kegs containing freshly brewed Guinness to a case of Smirnoff in glass bottles, or even crystal decanters containing rare Johnnie Walker. Source: Diageo RiA: Let’s unpack Diageo’s campaign for greener packaging. Left: Lyndon Govender, marketing director for Diageo Southeast Asia. Retail in Asia sits down with Lyndon Govender, marketing director for Diageo Southeast Asia, on Diageo’s action plan and ongoing campaigns in Asia-Pacific. The goal is to deliver a 10 percent reduction in packaging weight and increase its use of recycled content to 60 percent by the year 2030, joining a wider push from companies not only in the beverage industry, but across sectors, to make good on promises to accelerate sustainable progress. SEE ALSO: Chateau Highball debuts new premium range, unveils plans to launch in Vietnam, Japan, and Taiwan Diageo, which recently introduced a new campaign to forego or limit packaging for some of its beverage brands in Asia (appropriately called ‘Step Out of the Box’), says it plans to reduce its carbon footprint by reducing packaging and increasing recycled content.
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