Diageo, has today announced the launch of a new sustainability initiative, for its Johnnie Walker blended Scotch whisky brand.
The Next Steps initiative, is Johnnie Walkers most ambitious sustainability drive to date, and according to the brand, it will be putting the focus firmly on more sustainable socialising for everyone.
|Johnnie Walker launches new sustainability initiative|
The initiative is a wide-ranging action plan that will see the whisky maker become more sustainable by design from ‘grain to glass’. The initiative is part of the brand’s ongoing efforts to reduce its environmental footprint, restore natural landscapes and reinvent how its whisky is made, distributed and enjoyed in every corner of the world.
Included in the programme is a series of environmental commitments, which by 2030 will ensure that 100% of Johnnie Walker whisky production is net-zero carbon. It will also see all its distilleries harness renewable energy, make all its packaging recyclable, reusable or compostable, and invest in projects to restore peatland and plant and protect trees in Scotland.
Commenting on the news, Julie Bramham, Johnnie Walker Global Brand Director, said: “Johnnie Walker is built on a legacy of making positive, progressive choices – our own ‘Keep Walking’ mantra is shaped by that thinking. When we look at the world around us it’s clear that we all have a role to play in protecting the planet and its resources. We can either see what’s happening and choose to do nothing or we can keep walking, taking every step we can to reduce our impact. We believe there is only one choice to make.”
The new innovative will be spearheaded by the creation of a revolutionary new bar experience, created in partnership with multi-award-winning drinks pioneer Ryan Chetiyawardana and the CEO of Package Free Lauren Singer, which will showcase the future of ‘sustainable socialising’.
Posted by Steve Rush