Carlsberg to take Every Can Counts to festivals

The Aluminium Packaging Recycling Organisation (Alupro) has announced that Carlsberg UK has become its newest member and has also joined the funding partners of the Every Can Counts recycling programme.

Through its funding partnership, Carlsberg aims to take the programme’s ‘away from home’ recycling message directly to consumers, in particular at outdoor events such as music festivals. Already this summer, its 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.

Matt Winterburn, head of Corporate Social Responsibility (CSR) at Carlsberg UK, commented: “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.”

Carlsberg UK, the first brewer to join Alupro, owns a portfolio of beer and cider brands, including Tetley’s, Tubord, San Miguel and Somersby.

Speaking of the partnership, 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, and their recognition that working with the wider aluminium packaging industry on recycling programmes can play a significant role in achieving our shared objectives.

“The partnership will offer new opportunities to communicate the recycling message to consumers, and we’re particularly looking forward to developing our partnership in this area in the future.”