Premium canned wine and cocktails brand Sipful Drinks is partnering with leading recycling communications programme Every Can Counts to inspire and encourage more people to recycle their empty drink cans.  The partnership will see Sipful Drinks become the first UK brand to carry the Every Can Counts logo on its range of canned products. 

Launched in May 2020, Sipful said it is committed to producing drinks using sustainable and recyclable packaging. Citing aluminium drink cans as “the ultimate packaging format” due to their “infinite and energy-efficient recyclability”, the team is currently in the process of establishing Sipful’s own facility with the aim of becoming a zero-waste production and packaging plant. 

Every Can Counts https://everycancounts.co.uk/ is a not-for-profit partnership between drink can manufacturers, the recycling industry, and drink brands, with a vision for a 100-per-cent can recycling rate across Europe.  The programme works towards this vision by inspiring, empowering and encouraging people to recycle their empty drink cans. Every Can Counts began life in the UK in 2009, and now has a presence in 19 countries across Europe, signing up thousands of organisations to the programme to date. 

Promoting the “infinite recyclability of drink cans”

“As I grew up on an organic and biodynamic farm, sustainability and the environment were always ‘hot topic’ in my household, well before they were used widely as marketing buzzwords,” remarked Sipful founder Darius Darwell. We’re dead proud to be a canned product – we are delighted to be working with Every Can Counts to drive awareness, and 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, added that his organisation was excited to be welcoming Sipful Drinks as a new funding partner of the Every Can Counts UK programme. “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 Sipful 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 infinite recyclability of drink cans and remind consumers to do the right thing and recycle. This is a fantastic way to launch our partnership and we’re looking forward to working with Sipful to amplify the recycling message even further with new partnership activations in 2021.”

Working from home has served to highlight recycling’s role

A recent UK study of 1,500 people by Every Can Counts shows that almost all (92 per cent) say that it’s an urgent task to tackle recycling, whilst 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. In addition, 73 per cent of Brits stated that during the pandemic they have recycled more than ever, suggesting that the increase in time spent at home has made it easier for people to do their bit and recycle more. However, only 43 per cent said they often or always recycle when at work, and even less (41 per cent) when out and about, which indicates there is still lots of work to be done. 

Focused on authenticity and balance for flavour using only natural ingredients, Sipful’s range of canned drinks includes a Classic Mimosa, Blood Orange Mimosa and Peach Bellini – all made with real fruit, natural flavours and mixed with organic Spanish bubbly wine. The Arien white wine, from La Mancha in central Spain, is also available on its own and will be the first can off the press to sport the Every Can Counts Logo.