Pernod Ricard signs global licensing deal with world leader in circular packaging technology

Pernod Ricard, one of the world’s biggest producers of spirits and wine, has entered into a five year global licensing agreement with ecoSPIRITS on the use of its circular packaging technology. This technology, self-described as “the world’s first low carbon, low waste spirits and wine distribution technology,” allows producers to send their spirits to venues in fully reusable 4.5 litre glass ecoTOTE™ containers, thus reducing waste and carbon emissions resulting from the production and transportation of bottles and other secondary packaging.

According to ecoSPIRITS’ CEO Paul Gabie, “Pernod Ricard and ecoSPIRITS have been working together for almost three years now to make circularity a reality in the spirits industry. This new global agreement builds on that journey, and our combined expertise, to bring circular packaging to more Pernod Ricard markets around the world.”

The new agreement follows on from a successful pilot program conducted by the two companies in Singapore in late 2022. The pilot was then followed by an initial local market deployment under the new global agreement, which included introduction of a closed loop system for Havana Club rum in Havana, Cuba. According to Pernod Ricard, the Cuban deployment is expecting the reduction in bottle imports and glass waste to contribute to an 88% reduction of the carbon emissions footprint related to premium spirits packaging and distribution, and a 99% reduction in glass waste.

“This next step in our partnership with ecoSPIRITS reflects our belief in the transformative power of this solution to enhance operational efficiency and reduce not only our environmental footprint, but the impact of our industry at large,” said Maria Pia De Caro, EVP Integrated Operations at Pernod Ricard. 

“We are excited to continue working together to refine, scale and champion ecoSPIRITS as the future of wine and spirits distribution.”

To begin with, the global licensing agreement will focus on the three brands included in the Singapore trial - Beefeater London Dry gin, Havana Club rum and Absolut vodka - with additional brands from Pernod Ricard’s portfolio to be added over time.  

The new partnership will also directly contribute to Pernod Ricard’s commitment to further promoting circularity in the spirits industry, which forms a core part of its 2030 ‘Good Times from a Good Place’ sustainability and responsibility roadmap.

“We are inspired by Pernod Ricard’s commitment to Circular Making and look forward to working even more closely with their brands and market teams,” said Paul Gabie.

Founded in 2018, the ecoSPIRITS technology is now being used by around 3,000 bars, restaurants, hotels and retailers in more than 27 countries. This includes recent pilot programs conducted in Australia by both Accolade Wines and Never Never Distilling Co.

The company recently welcomed James Doyle into the role of Senior Vice President, Sales & Customer Success. 

“ecoSPIRITS has grown at pace since the business was founded in 2018 and we are now in the process of scaling globally. I am delighted to be joining at this important stage of growth for the business and can’t wait to celebrate more circular economy successes with our customers in 2024 and beyond,” said Doyle upon being appointed.

For more information, visit the EcoSPIRITS website here.