Carlsberg UK is the newest member of the Aluminium Packaging Recycling Organisation (Alupro) and is providing funds to the 'Every Can Counts' recycling programme.
The company wishes to increase the recovery and recycling of the aluminium cans used across its portfolio of beer and cider brands.
The funding partnership for Every Can Counts is aimed at supporting recycling programmes at outdoor events such as music festivals.
The recycling programme and its membership of Alupro helps Carlsberg engage with its suppliers and consumers on corporate social responsibility initiatives and underscores the company's commitment to engaging with society.
Alupro executive director Rick Hindley said: "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."
Image: Carlsberg UK staff at Latitude 2013. Photo: courtesy of Alupro.