Diageo’s Post

Yesterday our CEOs put their weight behind our new responsibility strategy. We met in the heart of the champagne region, a place whose very architecture, economy and landscapes have been shaped by this industry for centuries. The context was last month’s landmark WHO report, which shows that deaths linked to alcohol fell by over 20% around the world from 2010 to 2019. While there is much more to do, this represents significant progress in the UN’s strategy to tackle the harmful use of alcohol. We agreed our new priorities for building on this success through the International Alliance for Responsible Drinking (IARD), including how we can further harness the resources of IARD and its members to support the UN 2030 goals. A huge thanks to Philippe Schaus for hosting us so magnificently at Moët Hennessy, and to chairman Alexandre Ricard and IARD’s CEOs for their support.

We’ve kicked off the start of our global roll out of ecoSPIRITS. We’re piloting the distribution of brands including Smirnoff, Gordon’s, Captain Morgan and Ketel One in a keg-style ecoTOTE, beginning in my home country, Scotland, before Ireland, the Netherlands and Dominican Republic. The partnership builds on the ongoing trial of ecoSPIRITS by Diageo Indonesia that started in 2022. Fast-growing, reusable spirits packaging is a fantastic example of sustainability progress, which challenges how we package our products.  And this is just the start. Over the next three years, we’ll be taking ecoSPIRITS around the world to an expected 18 markets - disruptive innovation at scale. Watch the #circulareconomy in action below. #sustainability #lowcarbon #lowwaste

Last month, we trailed our first #Baileys paper-based bottle and wanted to share how it went. We took our innovative Dry Molded Fibre bottle from Factory to Festival to see how it resonated with consumers. 🏭🔜🍶 We embraced progress over perfection to get the bottle to consumers and conducted 310 surveys and 37 in-depth interviews across the two-day festival.📊 We learnt lots including: 💡Demand for more #sustainablepackaging is high. 86% thought it mattered that the bottle was made of paper and over 60% of the respondents stated they’d buy it when available, showing it’s a desirable pack. 📈 💡As we look toward future packaging initiatives, we need to show more clearly the #sustainability messages of our packaging, 69% of consumers did not read that the bottle was made of paper. We also found that discussing the bottle’s recyclability resonated more than its carbon footprint. ♻️ 💡With continuous improvement in mind, respondents told us they’d prefer a resealable lid, so they have the option to take the bottle on the go or add a small amount to their coffee. ☕️ We're committed to a more #sustainablefuture and know we can't do it alone. 🤝 The Baileys Original Irish Cream Liqueur mini format (80ml) was trailed in #partnership with PA Consulting as part of our ongoing packaging initiatives. Stay tuned! We're excited to continue testing, learning, and sharing our progress and findings. 🌎 Find out more here: https://lnkd.in/eeCxfTG6 #Baileys #Innovation #Sustainability