Carlsberg teams up with Alupro to back aluminium recycling drive

Carlsberg has become the first brewer invest in national aluminium packaging recycling campaign 'Every Can Counts' which encourages on-the-go recycling at outdoor events across the UK.

The campaign is led by the Aluminium Packaging Recycling Organisation (Alupro) and Carlsberg UK will become one of the programme’s main funding parters, as well as a member.

The move marks the company’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.

Already this summer Carlsberg UK staff have been supporting recycling promotions under the ‘Every Can Counts’ brand at Latitude Festival in July and will do so again at Leeds Festival later this month.

Carlsberg UK’s head of CSR Matt Winterburn said the company’s involvement would help lever engagement with customers, suppliers and consumers on a variety of sustainability initiatives, not just 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,” he commented.

Maxine Perella

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