Baileys pioneers eco-friendly packaging in the beverage industry

Baileys, the renowned Irish cream liqueur brand owned by Diageo and one of the largest B-corps, has introduced new innovative eco-friendly packaging. Initially launched in European duty-free shops at Amsterdam Schiphol, Frankfurt International, and Copenhagen International airports, Baileys has launched aluminium bottles for its 70cl product line. 

This new initiative, which will expand to German supermarkets and beverage retailers in May, marks a significant shift in packaging materials aimed at enhancing sustainability. The transition from the traditional 454g glass bottles to the new 85g aluminium ones represents a dramatic reduction in packaging weight and a commitment to carbon reduction.

What will be the impact of this initiative? 

This change is expected to decrease the life-cycle carbon footprint of the packaging by 44%, aligning with Baileys’ commitment to environmental sustainability. While both the glass and aluminium bottles are recyclable, the aluminium offers the advantage of infinite recyclability without degradation in quality.

Conventional Baileys bottles weigh around 454g, while the aluminium bottle weighs 85g. Global Brand Director for Baileys, Sarah Blake, highlighted that the move marks a pivotal development for the brand. 

She noted that this innovation is just one of the many steps Baileys plans to take as it progresses towards its 2030 environmental objectives. Sarah also stressed that while this is an important milestone for the spirits giant, they know there is more they can do. 

About the brand’s broader sustainability strategy and goals

Diageo’s broader sustainability strategy includes reducing packaging weight by 10% within the decade, increasing recycled content in packaging to 60%, and ensuring that all packaging is recyclable, reusable, or compostable by 2030. The company also aims to halve its Scope 3 emissions by 2030, from a 2020 baseline. 

Packaging innovation is playing a crucial role in enabling Baileys to achieve its targets, given that it accounts for a third of the company’s total Scope 3 carbon emissions. 

They have also shared they want to ensure 100 percent of the plastics it uses are designed to be widely reusable, compostable, or recyclable in the countries they operate in by 2025. The company also has plans to provide seed funding to the R&D non-profit Glass Futures. 

This organisation is researching how to lower carbon emissions from glass melting, packaging, and refining. Diageo has announced it will be running a global pilot with Ecospirits and will use its reusable packaging solutions for the distribution of its Gordon’s, Capital Morgan, and Smirnoff brands.

Conclusion

As Baileys embarks on this transformative journey with its new sustainable packaging, it sets a pioneering example for the beverage industry at large. This move not only underscores Baileys’ commitment to reducing its environmental footprint but also signals a broader shift towards sustainable practices that resonate deeply with contemporary consumer values. 

By championing innovative solutions like infinitely recyclable materials and supporting initiatives like Glass Futures, Baileys is not just adapting to a greener future; it’s leading the way. This commitment to sustainability is more than just a corporate responsibility but a testament to Baileys’ dedication to environmental conservation while continuing to deliver high-quality, enjoyable products to its consumers.