This reduction will see the removal of 100 million 500ml plastic bottles produced by the alcoholic beverages company, which, if laid out in a row, would span nearly 12,000 miles. The company’s new bottles will be launched across the Seagram’s 7 Crown range in the US from the end of June 2020. The product’s label will also encourage consumers to recycle the material. “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.” The news follows Diageo’s announcement to reduce the amount of plastic used in its beer packaging operations, as well as the company’s ambitious targets to ensure 100% of its plastic is designed to be recyclable by 2025. Other 2025 goals include: Achieving 40% average recycled content in our plastic bottles – and 100% by 2030; investing in circular economy opportunities and other sustainable packaging breakthroughs; and accelerating our support for recycling by increasing collaboration.