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Canned cocktails brand Sipful Drinks joins Every Can Counts scheme

Premium canned wine and cocktail brand Sipful Drinks is partnering with recycling communications programme Every Can Counts to encourage more people to recycle their empty drinks cans.

Sipful, launched in May 2020, uses sustainable and recyclable aluminium packaging for its range of RTD wines and cocktails and will be the first UK brand to carry the Every Can Counts logo on its products. The company is currently establishing its own production facility, with the eventual goal of making its packaging and production operations zero-waste.

The non-profit Every Can Counts initiative is a partnership between drinks can manufacturers, drinks brands and the recycling industry and has the mission to achieve a 100 per cent recycling rate across Europe. Launched in 2009, it now has a presence in 19 European countries with thousands of organisations signed up. 

Sipful Drinks founder Darius Darwell said: "Reducing waste and increasing recycling are two very clear objectives for us. Sustainability will be built into our DNA as a business, with the aim of creating a consumer brand committed to always trying to be better in the hope that Sipful Drinks will become a positive change for a more sustainable future.

"As I grew up on an organic and biodynamic farm, sustainability and the environment were always 'hot topics' in my household, well before they were used widely as marketing buzzwords. 

"We're dead proud to be a canned product - we are delighted to be working with Every Can Counts to drive awareness, and we are super honoured to be the first brand to proudly display their logo across our full range of products."

Chris Latham-Warde, Every Can Counts UK programme manager, said: "Sipful's commitment to sustainability naturally aligns them with Every Can Counts and our mission to engage people with the many benefits of recycling drink cans. We're thrilled that they will be the first UK brand to introduce the Every Can Counts logo to their cans.

"Sipful's eye-catching can design - which also includes the impactful Metal Recycles Forever logo - will help raise awareness about the infinte recyclability of drink cans and remind consumers to do the right thing and recycle."

In a recent survey of 1,500 people by Every Can Counts, 92 per cent said that it's an urgent task to tackle recycling, while 93 per cent said that considering recycling and its importance for the planet is an obligation of all citizens and consumers, not just world leaders.

1 December 2020 - Bethany Whymark