White Claw has teamed up with Every Can Counts to encourage the recycling of aluminum cans amongst consumers in the United Kingdom and Ireland. The duo aims to increase rates of recycling in the participating countries as well as raise awareness regarding the environmental necessity of recycling.

“Being one of the most popular hard seltzer brands, it’s so important to us that each and every one of our drink cans sold in the UK and Ireland are recycled,” explained Michael Dean, Head of Marketing at White Claw. “With the support of Every Can Counts, we’re confident that we can do our bit to help inspire our customers to close the loop when it comes to empty cans.”

Every Can Counts is on a mission “to inspire, encourage and empower people to recycle their drink cans wherever they are, with a focus on out-of-home drink can consumption and collection,” according to its website. The organization, which is currently in 19 countries throughout Europe, points out that Europeans recycle aluminum cans at a rate of 75%. Every Can Counts believes that number can be increased to 100% and identifies music festivals, sporting competitions and other public events as problem areas due, in large part, to a lack of access to recycling bins.

With the help of consumers and partners such as Mark Anthony Brands’ White Claw, Every Can Counts strives to “inspire festival and event organizers, drinks brands, city councils and others to make on-the-go recycling much easier.”

As a partner of Every Can Counts, White Claw will help fund the program and its mission, as well as aid in efforts to educate consumers about the “endlessly recyclable” potential of aluminum cans.

White Claw is the most popular hard seltzer in the United States, consistently controlling more than half of the category’s market share. Hard seltzers have recently expanded into the international market, where White Claw continues to enjoy success. The brand’s partnership with Every Can Counts will undoubtedly help raise awareness for the organization’s worthy mission.

“Consumers are increasingly conscious of the environment and their impact on it, but there’s definitely more we can do with White Claw and the wider industry to drive positive change in the years to come,” insisted Róisín O’Brien, Program Manager for Every Can Counts.

White Claw and Every Can Counts went public with their partnership at an activation event for the hard seltzer brand in Dublin earlier this summer. The activation featured a giant recycling cage where event-goers could clearly view the collection of cans as it grew during the festivities. Every Can Counts further supported the event with a self-serve can crusher set up near the recycling cage as a hands-on way for attendees to participate in the recycling efforts. White Claw intends to use recycling bins from Every Can Counts at several of its upcoming UK events.

Representatives of Every Can Counts can be found at events across Europe wearing recycling backpacks for on-the-go can collection. The organization also provides branded bins, educational information and recycling installations, like the cage at White Claw’s event in Dublin.

Every Can Counts and its new partner, White Claw, are excited to further the recycling organization’s mission while reminding consumers that “every recycled can helps preserve the Earth’s resources, creating a more sustainable future for everyone.”

Shirani Jayasuriya
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