Carlsberg becomes first brewer to join Alupro
Carlsberg UK is the first brewer to join the Aluminium Packaging Recycling Organisation (Alupro) and will also fund its Every Can Counts recycling programme.
The decision marks the beer giant’s commitment to increase the recovery and recycling of its aluminium cans used across its portfolio of beer and cider brands, which alongside Carlsberg and Carlsberg Export includes Tetley’s, Tuborg, San Miguel and Somersby.
Through its funding partnership of the Every Can Counts programme, Carlsberg aims to take the away from home recycling message directly to consumers, in particular at outdoor events such as music festivals.
Carlsberg has already kick-started its relationship with Alupro having hands-on experience at last month’s Latitude Festival (pictured).
Where a number of Carlsberg UK staff supported the Every Can Counts presence, which used a number of promotional activities – live entertainment, golf challenges and competitions – to engage with festival goers.
Matt Winterburn, head of corporate social responsibility at Carlsberg UK said, “Joining Alupro and in particular working with its Every Can Counts programme, helps us to engage with our customers, suppliers and consumers on a variety of CSR initiatives.
“Specifically on the aluminium recycling message. We aim to demonstrate leadership in social responsibility and this partnership with Alupro further underlines our commitment to being engaged with society.”
Rick Hindley, executive director of Alupro, added: “Having Carlsberg UK as members and funding partners is great news as it demonstrates their commitment to driving up recycling rates.”
