We have introduced packaging as a new ESG focus area. Within this, we have a ZERO Packaging Waste ambition which shapes new targets and activities in both our up- and downstream value chain, and new milestones towards 2030.
More specifically, we gradually removed the green colour from our DraughtMaster kegs, replacing them by transparent ones, aiming to enhance their recycling options. From the first stages of production through to their final recycling, our innovative DraughtMaster kegs have a lower carbon footprint and lower water and maintenance requirements compared to conventional barrels, ensuring that the taste of our products remains the same, to the very last glass. Transitioning to transparent DraughtMaster kegs further strengthens the extent and means of their recycling, while maintaining the exact same high-quality of the final product, as well as the durability of the keg packaging. In this way, our steady shift towards “greener” solutions now includes our packaging, and we remain committed to further reducing the footprint of our packaging materials in the near future.