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Pernod Ricard and circular economy technology company ecoSpirits have announced a five-year global licensing agreement to distribute the drinks giant’s spirits brands using ecoSpirits’ circular packaging technology to on-trade venues worldwide.

The collaboration, which follows a pilot in Singapore in late 2022, aims to promote circularity in the spirits industry, aligning with Pernod’s 2030 Sustainability and Responsibility roadmap. The partnership began with a pilot programme in Singapore, deploying ecoSpirits’ technology with Pernod’s brands. This pilot identified operational and sustainability insights crucial for scaling circular packaging solutions.

Through ecoSpirits, products are transported to hospitality venues in reusable 4.5-litre glass ecoTote containers, reducing waste and carbon emissions from bottle production and transportation.

Under the agreement, Pernod’s brands, such as Beefeater London Dry gin, Havana Club rum and Absolut vodka, will expand into new markets, with additional brands from the company’s portfolio to be added over time.

Maria Pia De Caro, EVP of integrated operations and sustainability at Pernod Ricard, said: “This next step in our partnership with ecoSpirits reflects our belief in the transformative power of this solution to enhance operational efficiency and reduce not only our environmental footprint, but the impact of our industry at large. We are excited to continue working together to refine, scale and champion ecoSpirits as the future of wine and spirits distribution.”

Paul Gabie, CEO of ecoSpirits, said: “Pernod Ricard and ecoSpirits have been working together for almost three years now to make circularity a reality in the spirits industry. This new global agreement builds on that journey, and our combined expertise, to bring circular packaging to more Pernod Ricard markets around the world. We are inspired by Pernod Ricard’s commitment to Circular Making and look forward to working even more closely with their brands and market teams.”