Diageo, which makes some of the world's most famous names in the alcoholic beverages industry, has said it will give the materials its printed labels are attached to an overhaul in a bid to make them greener.
The owner of Smirnoff and Guinness has released its first Sustainable Packaging Guidelines, which said the unit weight of product packaging will be cut by ten per cent by 2015.
Chief marketing officer Andy Fennell said it wants to create the lowest possible environmental footprint for its products.
"Packaging is vital in delivering and protecting our valuable brands - and increasingly customers and consumers are demanding more sustainable packs from all leading consumer goods companies," he added.
Diageo also said it wants to change people's perceptions about lighter packaging being less sturdy, insisting it will retain its focus on quality while also making materials lighter and more recyclable.
Earlier this month, Ecologic Brands won an award for its bottle that features an outer shell of recycled material and an inner sleeve that can be reused, Packaging Europe reported.
Denny Bros Ltd, 13 December 2011
