Diageo premium Scotch brands

Source: Diageo

The phased packaging removal would allow consumer response to be assessed in countries all over the world, said Diageo

Diageo is to remove 183 million cardboard gift boxes across its scotch range.

The spirits giant is kicking off a phased removal of packaging to assess how shoppers respond to the brands without cardboard gift boxes.

The first brands to have their gift boxes removed will be: Johnnie Walker Black Label Blended Scotch Whisky; Johnnie Walker Red Label Blended Scotch Whisky; Buchanan’s Blended Scotch Whisky; and Bell’s Original Blended Scotch Whisky.

If response is positive, the programme will then be expanded to further brands in 2023.

The move would help Diageo work towards its commitment achieve “zero waste to landfill” from its operations and offices by 2030, it said.

Despite being recyclable, nearly five million tonnes of cardboard and paper packaging went to waste in the UK alone, it added.

Diageo chief sustainability officer Ewan Andrew said surplus packaging was placing “an unnecessary burden on the planet”.

“We believe that the liquid in our premium scotch products is the gift,” he added. “They do not always need cardboard gift boxes to enhance this.”

The booze behemoth also plans to launch a paper-based bottle for its Johnnie Walker brand next year.

It said it was also exploring sustainable packaging “based on biomimicry” and “the use of carbon capture in the decorative design of bottles”. 

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