AS SUMMER approaches, a fresh effort is being prepared to encourage the recycling of drinks cans at events and festivals.
Not-for-profit programme Every Can Counts this week announced that its latest brand partnership is with one of the UK’s largest brewers, the Molson Coors Beverage Company.
The partnership will see Molson Coors – which produces brands including Carling, Coors and Madrí Excepcional – collaborate with Every Can Counts, alongside drink can manufacturers and the wider recycling industry, to raise awareness of the importance of recycling at al fresco events.
Molson Coors will also become the first brewer to sign up to Every Can Counts as an annual UK funding partner, in support of the programme’s mission to increase recycling rates. Back in 2021, the brewer removed all single use plastic from its multipacks, switching to recyclable cardboard wraps and sleeves.
Its corporate affairs director Kate Macnamara said: “Every Can Counts does brilliant work to encourage more recycling through positive messaging and engaging consumer initiatives, and we are proud to be a funding partner.
“We’re looking forward to working with Every Can Counts to support more eye-catching and innovative activations at festivals and events across the UK.”
Programme manager for Every Can Counts, Chris Latham-Warde, said: “It’s fantastic to kick off 2024 with a new partnership, especially one with a company as well known and globally recognised as Molson Coors.
“It’s great to see industry giants lead the way in encouraging their customers to recycle their drink cans at events and festivals and we’re looking forward to working with them to help raise awareness and inspire recycling across the nation.”
The Every Can Counts programme has a goal of reaching a 100% recycling rate for drink cans, working to make it easier for consumers to recycle cans while they’re out-of-home. Its team of ambassadors spreads this recycling message and collects cans at many festivals and public events throughout the year.
