SuperValu lines out for first reduced-plastic packs from Guinness

Following Diageo’s landmark £16m investment into 100% recyclable and biodegradable cardboard packaging, SuperValu in Lisburn is one of the first retailers in Northern Ireland to stock the new product in the form of rugby themed Guinness multipacks.

The new packaging of multipacks of Guinness, Harp, Rockshore and Smithwick’s is currently making an appearance on shelves across the island of the Ireland, with GB and other international markets following from next year. Diageo’s bottling and packaging plant in Northern Ireland is the first site to produce the new packs, with the firm investing £8m in its east Belfast plant.

Commenting on the roll out of the new packaging John Crawford, Diageo Channel Manager, said: “Diageo is proud to be living up to its sustainability commitments with this new packaging. Consumers rightly expect our packs to look beautiful, be functional and sustainable and, through this initiative, we have been able to combine all three.”

“Diageo’s facility in East Belfast plays an important role in the bottling and packaging of our beers and has taken the lead in this £8m plastic packaging initiative so it is great to see our new more sustainable cardboard packaging on the shelves just down the road here in SuperValu in Lisburn.”

Welcoming the new development, James McLornan Trading Manager at Musgrave said: “At SuperValu, we are continually looking for opportunities to develop our commitment to sustainability across our business and welcomed the opportunity to partner with Diageo on this great initiative.  I would encourage customers to visit our recently refurbished Lisburn store and pick up the product as the countdown continues ahead of an exciting calendar of rugby this Autumn.”

Pictured at SuperValu is John Crawford (Take Home Trade Channel Manager for Diageo NI), James McLornan (Trading Manager Off-Licenses SuperValu & Centra), Fergal O’Kane (Category Manager SuperValu & Centra) and Lyndsay McKernan (SuperValu) holding a rugby Limited Edition Guinness Draught 8 pack, marking the roll out of Diageo’s new packaging which will see the removal of plastic from multipacks of Harp, Rockshore, Smithwick’s and Guinness.

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