Every Can Counts partners with Canned Wine Co. to encourage recycling of drink cans in UK

The communications programme funded by the drink cans manufacturers, the recycling industry and drink brands, Every Can Counts has made public its latest brand partnership with premium canned wine producer, Canned Wine Co., an innovative wine start-up focused on canning premium wines in perfect portion sizes from top producers in Europe.

The partnership between the not-for-profit recycling programme and the canned wine company will see both brands work hand in hand to support, inspire and encourage drink can recycling amongst consumers in the UK.

Canned Wine Co., which commenced its journey in 2019, was founded by the trio, Simon Rollings, Lisa Solovieva and Ben Franks intended to make exciting and high-quality wine more convenient and accessible to drinkers in portioned cans, whilst also helping to reduce the environmental impact of wine by using aluminium packaging.

The award-winning Bath-based business has mushroomed expeditiously over the past two years – increasing its range to six wines, supplying the National Trust sites and hundreds of independent venues across the UK, and expanding to Ireland, Sweden, The Netherlands and Greece.

Simon Rollings, the co-founder and CEO of Canned Wine Co., said, “Reducing waste, both wine wastage and packaging, is at the core of our brand. The infinite recyclability and lower carbon footprint compared to bottles made cans the obvious packaging choice.”

“As canned wines are frequently consumed in outdoor settings, we want to explicitly encourage the recycling of aluminium cans. The partnership with Every Can Counts is an important pillar of our upcoming sustainability strategy, and we are excited to use Every Can Counts bins at events around the country to help more cans enter the recycling loop.”

Chris Latham-Warde, the Programme Manager for Every Can Counts, said, “We’re so pleased to be able to announce our latest drink brand partnership with Canned Wine Co. Their mission to bring more sustainable choices to consumers and the drink industry really resonates with what Every Can Counts is all about.”

“We’re looking forward to working with Canned Wine Co. to raise awareness about the endless recyclability of drink cans and encourage people to do their bit to keep the cycle going.”

Every Can Counts collaborates with drink manufacturers as well as the wider drink can and recycling industries as part of its mission to reach a 100% drink can recycling rate.

The programme and its funders support raising awareness of the importance of recycling empty drink cans with marketing activity and on-the-ground consumer engagement. This comprises exhibiting an eye-catching rainbow installation made from recycled cans, which has appeared in multiple high-profile locations across the country and was most recently in Glasgow during COP26.