Pernod Ricard

  • Phoebe Kelly

Recycling In Style For World Environment Day At Mighty Hoopla

Recycling In Style For World Environment Day At Mighty Hoopla 2560 1707 Phoebe Kelly

To mark World Environment Day on the 5th June, we attended Mighty Hoopla festival as part of the third #EveryCanCounts International Recycling Tour!

What is the International Recycling Tour?

The International Recycling Tour is an awareness campaign which aims to mark World Environment Day and champion sustainable living, whilst encouraging people to keep outdoor public spaces clean and to recycle their empty drink cans wherever they go.

This year’s initiative took place simultaneously in 16 countries including Austria, Belgium, Brazil, the Czech Republic, France, Greece, Hungary, Ireland, Italy, Montenegro, the Netherlands, Poland, Romania, Serbia, Spain, and the United Kingdom.  

The theme for 2023 revolved around each participating country designing and displaying a PixelCan installation in a public space to encourage everyone to do the right thing and recycle their drink cans!

Click here to learn more about the International Recycling Tour.

Iconic Recycling at Mighty Hoopla Festival

As part of the International Recycling tour in the UK, we unveiled a nature-inspired installation at pop music festival, Mighty Hoopla, in London’s Brockwell Park.

Made up of 2,000 drink cans, the PixelCan artwork featured tiger eyes designed to have a ‘watching effect’ over festival goers to encourage them to do the right thing and recycle their drink cans.

In addition to the PixelCan artwork, eight of Every Can Counts’ dedicated ambassadors also helped to raise awareness of the importance of recycling by spreading the ‘aluminium recycles forever’ message.

We never knew that there were so many different ways to recycle your drink can – from voguing to death drops, the possibilities were endless… much like the infinite recyclability of aluminium!

What we Had to Say About the International Recycling Tour!

Chris Latham-Warde, Programme Manager for Every Can Counts UK and Ireland, said: “From the banks of the Danube in Vienna and Budapest to Brixton in London, this year’s International Recycling Tour will see our signature PixelCan innovation pop up in iconic locations across the world. Not only will the pixelated mural captivate viewers from a distance, but it will also act as a symbol of the infinite possibilities of aluminium recycling, which is the message we’re trying to spread across the UK and beyond this World Environment Day.”

David Van Heuverswyn, Director of Every Can Counts Europe, added: “By coming together to celebrate World Environment Day and embracing the endless potential of aluminium recycling, we aim to inspire behaviour change and help reach 100% can recycling in Europe and beyond. That’s why we are inviting everyone — consumers, local authorities, brands, and event organisers — to join forces and find better ways to recycle on-the-go, while having fun doing so.”

  • Phoebe Kelly

Announcing Our New Partnership With Pernod Ricard UK

Announcing Our New Partnership With Pernod Ricard UK 2560 1920 Phoebe Kelly

We are thrilled to announce our new partnership with industry leading wine and spirits company, Pernod Ricard UK. The partnership will see Pernod Ricard UK collaborate with the Every Can Counts programme, alongside drink can manufacturers and the wider recycling industry, to raise awareness of the importance of recycling and work together to increase the recycling rate for drink cans across the UK.

Spreading the Every Can Counts Message

We will be working with Pernod Ricard UK and its brands to encourage more recycling in on-the-go locations. Over the summer months we will be supporting a number of sampling campaigns and festival activations for Pernod Ricard’s Absolut and Malibu brands. The first of these partnership activations will be at Mighty Hoopla festival in London, where our recycling ambassadors will be on hand to collect cans and educate consumers.

Pernod Ricard’s Sustainability & Responsibility Roadmap

Pernod Ricard UK is committed to creating a better world through environmental initiatives. The company’s sustainability and responsibility roadmap – Good Times From A Good Place – has four core pillars: Circular Making, Nurturing Terroir, Valuing People and Responsible Hosting. A key commitment within the Circular Making pillar is working to reduce the company’s carbon footprint intensity by 50% by 2030 and achieving Net Zero by 2050.

A Few Words…

Ian Peart, Commercial Director at Pernod Ricard UK commented: “For RTDs, as for any other segment, we strive to be sustainable and responsible every step of the way, including in our packaging, energy and production, as well as transport. Aluminium is an infinitely recyclable material and in the UK, 82% of aluminium was effectively recycled in 2021. We’re excited to be working with Every Can Counts as we strive to increase that number.”

Chris Latham-Warde, Programme Manager for Every Can Counts said: “We’re always very excited to announce new partnerships, especially those with brands as well known and globally recognised as Pernod Ricard UK. It’s great to see these industry leading brands taking steps to encourage their customers to do the right thing and we’re looking forward to working with them to help raise awareness and inspire recycling across the nation.”

Every Can Counts x Pernod Ricard Prize Draw

To celebrate our new partnership with Pernod Ricard UK, we’re giving away a hamper with 40 cans of Absolut and Malibu cocktails for you to share with friends this summer! Click here to learn more and read our terms and conditions.

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