Alcohol beverages company Diageo North America has committed to make its Seagram’s 7 Crown bottles from 100% recycled plastic (rPET).

As part of this, the company will get rid of virgin plastic from Seagram’s 7 Crown bottles across all its polyethylene terephthalate (PET) 1.75l, 750ml, 375ml and 200ml formats.

This move will enable the company to eliminate almost 1,000 tonnes of virgin plastic a year.

Diageo North America packaging director Ronald Holmes said: “We continue to take an innovative approach towards delivering sustainable packaging designs and are proud that this move supports our goal to increase recycled content across our brands globally to 45%.

“Using recycled materials to make packaging reduces the carbon footprint of our brands, raises awareness with consumers, and encourages the industry to follow.”

The Seagram’s 7 Crown range with the new bottle is expected to hit retail shelves in the US by the end of this month.

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The company’s products in glass bottles will remain alongside the new recycled PET bottles.

The switch to sustainable packaging enhances Diageo’s commitment to make 100% of plastics to be made from recyclable materials and reusable or compostable by 2025.

Last year, the company made an investment to reduce the amount of plastics used in its beer packaging operations.

Diageo North America brand director Jason Sorley said:  “We are very excited to have Seagram’s 7 Crown move to 100% recycled PET, reinforcing our commitment to both innovation and minimising its environmental footprint.”