White Claw, the global hard seltzer brand will partner with Every Can Counts to encourage drink can recycling among consumers.

In an attempt to increase recycling rates across the UK and Ireland, White Claw will collaborate with Every Can Counts, drink can manufacturers and the wider recycling industry.

Last month, Every Can Counts provided recycling support at White Claw’s summer pop-up brand activation in Dublin to mark the launch of the partnership in Ireland.

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Members of the public could observe the progress of their recycling efforts throughout the day via a recycling cage installation shaped like a ‘recycle swoosh’.

Every Can Count’s recycling bins will also be used by White Claw at a number of upcoming sampling events in the UK, making it easy for customers to recycle their empty cans.

Head of Marketing at White Claw, Michael Dean, said: “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.

“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.”

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Every Can Counts programme manager, Róisín O’Brien, said: “We’re very excited to announce our latest partnership with White Claw. It’s great to see such a globally recognised brand taking steps to help raise awareness and encourage drink can recycling.

“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.”

Last year, the UK’s recycling rates reached a record high, with more than four out of every five drink cans sold in the country being recycled.

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