Smirnoff has partnered with the Glass Packaging Institute (GPI) to increase the available recycled glass in Chicago, Illinois, US.
Smirnoff has partnered with the Don't Trash Glass (DTG) campaign, a combined effort between GPI and GlassKing Recovery & Recycling.
Smirnoff will support the campaign's effort to gather used and discarded glass bottles, increasing the total available recycled glass in Chicago.
The brand will then process the collected glass into new bottles for future Smirnoff products.
The campaign will work with more than 300 Chicago bars, restaurants and local businesses.
Scott DeFife, President of the Glass Packaging Institute, said: "Encouraging these businesses to be influencers within the glass recycling process will have long-lasting effects, not only on our environment but also on the glass manufacturing and supply-chain process."
The ready-to-recycle glass bottles will be processed by Smirnoff's glass partners and then transported to the Smirnoff packaging plant in Plainfield, Ill to be filled and delivered into communities nationwide, including Chicago.
Improving circularity and reducing waste is a priority for Smirnoff and its parent company, Diageo.
Beginning with work on reuse and refill projects, the efforts from the DTG initiative will contribute to the company's commitment to reimagine packaging and become sustainable by design.
Ed Pilkington, Chief Marketing & Innovation Officer of Diageo, said: "We take our commitment to a more sustainable future very seriously. Smirnoff is packaged and bottled in Plainfield, so it was important we started this movement right here in our backyard."
