Crown Whiskey in a recycled plastic bottle

In a first-ever move, Diageo North America has created its first 100 percent recycled plastic bottle (RPB),  which will be rolled out across the Seagram’s 7 Crown American whiskey brand.

Now all  SKUs of Seagram’s 7 Crown PET bottles. The new bottles will be on the shelf in the US from the end of June. This change will reduce the use of plastic by nearly 1,000 tonnes annually – the equivalent of removing 100 million 500ml plastic bottles.

A number of the brand’s formats in glass bottles will remain alongside the new recycled plastic bottles. On the bottle’s label, the company is encouraging consumers to recycle to promote reuse.