The partnership will see White Claw collaborate with Every Can Counts, a unique partnership formed between drink can manufacturers and the wider recycling industry to raise awareness of the importance of recycling and increase recycling rates across both the UK and Ireland, all with the goal of reaching a 100% recycling rate for drinks cans.
As part of the partnership, White Claw will provide funding to the Every Can Counts programme, with both brands working together to spread the message that drink cans are infinitely recyclable.
To mark the launch of the partnership in Ireland Every Can Counts provided recycling support at White Claw’s Summer pop-up brand activation in Dublin. A unique recycling cage installation in the shape of a ‘recycle swoosh’ allowed the public to see the progress of their recycling efforts throughout the day while a can crusher beside the installation added an interactive element for those making their empty cans count.
“Being one of the most popular Hard Seltzer brands, it’s so important to us that each and every one of our drink cans sold in the UK and Ireland are recycled,” said Michael Dean, Head of Marketing at White Claw, “With the support of Every Can Counts, we’re confident that we can do our bit to help inspire our customers to close the loop when it comes to empty cans.”
Every Can Counts Programme Manager Róisín O’Brien added, “Consumers are increasingly conscious of the environment and their impact on it but there’s definitely more we can do with White Claw and the wider industry to drive positive change in the years to come.”
Ireland has one of the highest rates in Europe for aluminium drink can recycling and recovery with 89% of cans sold in the country being recycled or recovered in 2019.
Whether studying, working, at events or festivals, Every Can Counts wants to increase the collection of cans and spread the word that both aluminium and steel drink cans are endlessly recyclable.
To find out more information about Every Can Counts, visit www.everycancounts.ie.
Every Can Counts Ireland
Call: +353 86 466 5278