Every Can Counts has announced its latest brand partnership with one of the UK’s largest brewers, Molson Coors Beverage Company.
The partnership will see Molson Coors – which produces brands including Carling, Coors and Madrí Excepcional – collaborate with the not-for-profit programme Every Can Counts, alongside drink can manufacturers and the wider recycling industry, to raise awareness of the importance of recycling drink cans at events and festivals.
Molson Coors will also become the first brewer to sign up to Every Can Counts as an annual UK funding partner, in support of the programme’s mission to increase recycling rates by inspiring and empowering people to recycle more of their empty cans at events and festivals across the UK.
In 2021 the brewer removed all single use plastic from its multipacks, switching to recyclable cardboard wraps and sleeves. The Coors brand was also the pioneer of the original two-piece recyclable aluminium beer can during the 1950s, replacing the original throwaway steel cans and paving the way for a circular economy for drinks containers.
“Every Can Counts does brilliant work to encourage more recycling through positive messaging and engaging consumer initiatives, and we are proud to be a funding partner,” said Kate Macnamara, Corporate Affairs Director at Molson Coors.
“We’re looking forward to working with Every Can Counts to support more eye-catching and innovative activations at festivals and events across the UK.”
Chris Latham-Warde, Programme Manager for Every Can Counts, said: “It’s fantastic to kick off 2024 with a new partnership, especially one with a company as well known and globally recognised as Molson Coors.
“It’s great to see industry giants lead the way in encouraging their customers to recycle their drink cans at events and festivals and we’re looking forward to working with them to help raise awareness and inspire recycling across the nation.”
Every Can Counts is a unique partnership formed between drink can manufacturers and the aluminium recycling industry, all with the goal of reaching a 100% recycling rate for drink cans. The programme aims to inspire consumers to recycle all their empty cans and works to make it easier for consumers to recycle cans while they’re out-of-home. Its team of ambassadors spread the recycling message and collect cans at many festivals and public events throughout the year. Every Can Counts also runs a Green Can Award scheme which recognises the recycling efforts of local businesses, community groups and charities.
