Johnnie Walker has launched its most ambitious sustainability drive to date , The Next Steps initiative.
The wide-ranging action plan will see the whiskymaker keep walking to become more sustainable by design from ‘grain to glass’.
As part of the initiative, the brand has made a series of environmental commitments which, by 2030, will ensure:
- 100% of Johnnie Walker whisky production isnet-zero carbon.
- 100% of Johnnie Walker distilleries harness renewable energy.
- All packaging will be recyclable, reusable or compostable.
- Investment in projects to restore peatland and plant and protect trees in Scotland.
- A reinvention of the drinking experience to be more sustainable, and engagement with people around the world on the importance of ‘sustainable socialising’.
“When we look at the world around us it’s clear that we all have a role to play in protecting the planet and its resources. We can either see what’s happening and choose to do nothing or we can keep walking, taking every step we can to reduce our impact. We believe there is only one choice to make,” said Julie Bramham, Johnnie Walker Global Brand Director.
The new programme will be spearheaded by the creation of a revolutionary new bar experience, which will showcase the future of ‘sustainable socialising’. Created in partnership with multi-award-winning drinks pioneer Ryan Chetiyawardana (Mr Lyan Studio); CEO of Package Free and zero-waste champion Lauren Singer; and The World’s Most Rubbish (a global community dedicated to making single-use a thing of the past), the inventive bar experience will premiere later this year before rolling out globally across multiple markets.
Bramham continued: “We want everything we do to be more sustainable across every aspect of our brand and the new drinks experience is where we bring that all together. It’s a space where the set-up, the furniture, the operations, processes, and drinks will all be as sustainable as can be. But it will also be - simply and importantly - a brilliant bar experience, something we’ve all been missing in recent times. It’s the way things should be now and we’re proud to be pushing boundaries so that people can have a better choice. What if, by going out for the night, you could help make the world just a little bit better? This is one of the most exciting things we’ve ever done.”
As part of The Next Steps initiative, Johnnie Walker is also partnering with the RSPB Scotland (Royal Society for the Protection of Birds) to restore 88 hectares of heavily degraded peatland.
This work will allow plant life to regenerate, support wildlife and reduce carbon emissions. Despite covering only 3% of the world’s surface, peatlands store 30% of the world’s carbon and are vital to the health and wellbeing of the whole planet.
Johnnie Walker is also committing to:
- Reduce its environmental impact by increasing the recycled content in all its packaging material: including a minimum of 60% recycled glass in its core range bottles by 2025, which the brand predicts will use 13,000 fewer tonnes of carbon every year; 100% of the plastic used in its packaging will also be made from recycled content.
- Make its glass bottles up to 25% lighter.
- Ensure all packaging material, including secondary packaging such as gift boxes, will be recyclable, reusable or compostable by 2030.The brand predicts that all of its actions to reduce its packaging will reduce its carbon footprint by 15% - equivalent to 4,200 return flights from Edinburgh to Sydney.
- Ensure that by 2030, the production of Johnnie Walker will use 20% less water. This annual saving could be equivalent to 76 Olympic sized swimming pools.
- Work with customers and suppliers to continue to find and implement more sustainable alternatives for promotional materials and bar ware– with a focus on recyclability or reusability.
- Continue to lead the way in terms of ‘green tourism’ with the goal of having allof its Scotch whisky visitor experiences Green Tourism Gold certified.
- Working with and supporting farmers and grain suppliers to help them implement regenerative farm practices and become verified against the Sustainable Agriculture Initiative Platform’s widely-recognised Farm Sustainability Assessment (FSA).
- Support local initiatives to help preserve our natural landscapes. In Chile, the brand has partnered with Tu Mejor Huella, to protect and restore 5,000 square meters of Torres del Paine National Park, one of Patagonia’s most iconic landscapes.
