Every Can Counts has announced a partnership with global hard seltzer brand, White Claw, to help encourage drink can recycling.
The partnership will see White Claw collaborate with Every Can Counts, drink can manufacturers and the wider recycling industry to raise awareness of the importance of recycling and increase recycling rates across both the UK and Ireland.
As part of the partnership, White Claw will provide funding to the Every Can Counts programme, with both brands working together to spread the message that drink cans are infinitely recyclable.
To mark the launch of the partnership in Ireland, Every Can Counts provided recycling support at White Claw’s summer pop-up brand activation in Dublin. A recycling cage installation in the shape of a ‘recycle swoosh’ allowed members of the public to see the progress of their recycling efforts throughout the day, while a can crusher beside the installation added an interactive element.
White Claw will also be using Every Can Counts recycling bins at a number of upcoming sampling activities in the UK in order to make it easier for consumers to do the right thing with their empty cans.
Michael Dean, Head of Marketing at White Claw, said: “Being one of the most popular hard seltzer brands, it’s so important to us that each and every one of our drink cans sold in the UK and Ireland are recycled.
“With the support of Every Can Counts, we’re confident that we can do our bit to help inspire our customers to close the loop when it comes to empty cans.”
Róisín O’Brien, Every Can Counts programme manager, said: “We’re very excited to announce our latest partnership with White Claw. It’s great to see such a globally recognised brand taking steps to help raise awareness and encourage drink can recycling.
“Consumers are increasingly conscious of the environment and their impact on it, but there’s definitely more we can do with White Claw and the wider industry to drive positive change in the years to come.”
Every Can Counts is a partnership formed between drink can manufacturers and the wider recycling industry, all with the goal of reaching a 100% recycling rate for drinks cans.
Ireland has one of the highest rates in Europe for aluminium drink can recycling and recovery, with 89% of cans sold in the country being recycled or recovered in 2019.