By 2025: post-consumer recycled content for glass will reach 50% and 25% for PET and 100% of cardboard will be certified to standards ensuring sustainable forest management

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Terms of the action or commitment

The internal sustainable packaging and point of sale material guidelines underpin the Group’s ambition regarding circular packaging and point of sale material. They are based on the five eco-design principles (SASB) : rethink, reduce, reuse, recycle, respect

– PET post-consumer recycled content is estimated at 17% (SASB).
– 47% of cardboard is certified to standards ensuring sustainable forest management.
– For glass, the communication of recycled content requires additional work planned for 2022/23.
– Absolut has increased the proportion of recycled glass in its glass bottles to 53%.

Levers mobilized for circular economy (according to Ademe)

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Implementation timeline

Starting year


Ending year


Main actors mobilized

Internal actors

Global Business Development (Marketing & Innovations)
Sustainability & Responsibility (CSR)
Operations (Purchasing/Pack development)

External actors


Geographic area

All subsidiaries

Photo / Video

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