Moët & Chandon announces new plastic waste recycling partnership

Moët & Chandon has launched a partnership with sustainable corporate merchandise producer Reborn to recycle its plastic waste from 40 on-trade venues across central London.

Reborn will use its fleet of electric vehicles to collect the Champagne house’s plastic used at these venues, which include the Connaught Hotel and Park Lane Intercontinental. 

This plastic will be shredded, turned into RPET (recycled polyethylene terephthalate) pellets and then spun into yarns at Reborn’s textile mill. The recycled yarn will be then be used to make Moët & Chandon uniforms and point of sale merchandise.

Moët & Chandon began working with Reborn in 2019, when it asked the company to create a bespoke summer jacket for its ambassadors during summer sponsored events. The Champagne house’s former head of partnerships, Simon Hibbitt, was so inspired by Reborn’s work that he moved from Moët Hennessy to work with the company full time.

Mr Hibbitt, now head of commercial and partnerships at Reborn, said: "I have passionately enjoyed 17 years within Moët Hennessy. It was an honour to represent the brands within this very exciting channel, to be able to attend meet and make friends within the Iconic venues was a dream that will remain some of my most fond memories.

"However, a big challenge at all of these events is balancing the client experience in a sustainable way. Sheer volumes of people and health and safety requirements led to plastic being the most appropriate material to deliver consistent and safe drinks. Seeing the aftermath for many years has been a constant concern and I have championed the move away from single use plastic at Moët Hennessy spaces in this channel."

Reborn founder Zak Johnson said: "I am delighted to be working with Moët Hennessy. The last year has seen consumers and companies readdress the importance of sustainability. With no events taking place, corporate plastic waste has reduced hugely and as excited as we all are for events to return, companies are revaluating how to keep their plastic pollution to minimum. 

"At Reborn, we will take all plastic waste from these venues and repurpose them into Moët’s own uniforms and POS merchandise."

23 March 2021 - Bethany Whymark