Diageo, the world’s leading beverage alcohol company, and ecoSPIRITS, a pioneer in circular economy technology, today announced a global agreement to transform spirits packaging and distribution. The partnership will initially focus on Gordon’s gin, Captain Morgan rum, and Smirnoff vodka, and is expected to expand to 18 markets over the next three years.

Under the agreement, Diageo will deploy ecoSPIRITS’ innovative closed-loop system, which replaces traditional glass bottles with reusable ecoTOTEs. These 4.5L containers are designed to be used up to 150 times, significantly reducing waste and carbon emissions. The system also eliminates the need for single-use packaging materials, further enhancing its sustainability benefits.

“This partnership is a significant step forward in our journey towards a more sustainable future,” said Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer at Diageo. “ecoSPIRITS’ technology will help us reduce our carbon footprint and waste, while also providing a more convenient and cost-effective solution for our customers.”

“We are thrilled to partner with Diageo to bring our circular economy technology to a wider audience,” said Paul Gabie, CEO of ecoSPIRITS. “This partnership is a testament to our commitment to ending single-use glass in the spirits and wine industry and creating a more sustainable future for all.”

The ecoSPIRITS system is expected to deliver substantial sustainability benefits to Diageo, including:

  • Reduced carbon emissions: The ecoTOTEs are designed to have a 60-90% lower carbon footprint than traditional glass bottles.

  • Reduced waste: The ecoTOTEs are reusable, eliminating the need for single-use glass bottles and reducing packaging waste by up to 80%.

  • Cost savings: The ecoTOTEs are more cost-effective than traditional glass bottles, providing Diageo with significant savings over time.

The partnership with ecoSPIRITS is a key part of Diageo’s broader sustainability strategy, which aims to reduce carbon emissions across the supply chain by 50% by 2030 and reach net zero by 2050. The company is also committed to reducing packaging waste by 50% by 2030.

The first ecoTOTEs are expected to be deployed in select markets in 2024. Diageo and ecoSPIRITS are committed to expanding the program to additional markets and brands in the coming years.