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Circular Packaging

Our Goal

100% of our packaging will be returnable or made from majority recycled content by 2025.

Taking a circular approach to packaging and improving the materials we use have the potential to deliver long-term financial benefits, provide our business with long-term packaging supply security and help eliminate waste.

For progress on our targets see here

Our Strategy

By focusing on innovative packaging solutions and using our scale, we believe we can drive progress and change in our industry and beyond.

Our approach is based on four principles:

  1. Reduce packaging and the need for virgin materials
  2. Increase the availability and use of recycled content
  3. Promote the recovery and reuse of packaging
  4. Rethink our packaging and distribution models
Upstream, downstream and everything in-between

We take a holistic approach to tackle waste and develop scalable, practical solutions that can be implemented across our value chain. Beyond developing packaging technologies in-house, we are also supporting partners, consumers and recyclers through education, investments and collaboration.

We are strengthening local recycling ecosystems by investing in our value chain to recover returnable glass, from working directly with waste collectors to enabling consumers to return empty bottles more easily, either through our direct-to-consumer (DTC) platforms or on-site at one of our retailers.

An innovation-driven strategy

We are using our packaging design and brand innovation capabilities to rethink our packaging and distribution models. One way we do this is by working closely with our Global Innovation and Technology Center in Belgium to assess, develop and implement sustainable packaging technologies. We have defined clear priorities with our development teams as they search for ways to reduce, reuse, recycle and rethink our packaging materials.

Circular Packaging Stories

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