The aluminium bottle is the latest in Baileys’ journey towards sustainable production which begins with the cows and farms from which it sources its creams all the way to its packaging and design in Ireland. Baileys is a certified B Corp company.
The aluminium bottle is five times lighter than the traditional 70cl glass bottles and represents a -44% reduction in carbon footprint, as validated by EcoAct Product Carbon Footprint Analysis.
Gebr. Heinemann has a strong focus on sustainable retailing and pioneered the ‘Future-Friendly’ concept, which sees it find sustainable brand partners and solutions across all aspects of its retail and consumer goods value chain.
The aluminium Baileys bottle will launch on Heinemann x ME, Gebr. Heinemann’s loyalty platform, before rolling out at Amsterdam Schiphol, Frankfurt and Copenhagen airports. It will also launch in domestic stores across Germany in April.
Diageo Global Travel Managing Director Andrew Cowan commented: “We traditionally sell a heavy product in travel retail – a glass bottle. Though glass is recyclable and not the worst form of packaging, it remains heavy and energy intensive to make. In Diageo Global Travel we want to find solutions to lighten our bottles and therefore reduce their carbon footprint in transit. We are excited to trial this option for Baileys. Much more to do and come.”
“Baileys in an aluminium bottle – this means that together with our trusted partner Diageo, we are taking an important step towards measurable sustainability in travel retail,” commented Gebr. Heinemann Director Marketing Jens Peter Peuckert.
“We are particularly proud to be able to offer this great product exclusively to the members of our Heinemann x ME loyalty programme. In doing so, we are delivering on our promise to be a valuable travel companion.”
Diageo Innovation Commercialisation Manager Nicholas Ross added: “Baileys was a great place to trial the aluminium bottle, especially as consumers are already used to an opaque bottle. The brand is also committed to having a positive impact on communities and the planet. Our desire is to partner brand and packaging innovation, factoring in waste and weight solutions, taking the consumer with us.
“This is one of the first designs which delivers a lighter option with a carbon footprint reduction. We are excited to see how this trial progresses with Gebr. Heinemann, what reactions are, and where we go next.”
