Guinness brand owner Diageo no longer wants its products to be associated with garroting exotic wildlife on deserted overseas beaches, and is about to usher in a new, entirely cardboard era of holding together four cans of the famous Irish export.
Starting this August, Irish customers buying just the four tins of Guinness to while away the evening will see the drinks held together by the magic of a sturdy cardboard box, which they may then compost, burn, throw in the sea or dispose of in any way they see fit, as it's only cardboard and goes soggy and nothing dies of it. The plan is then to supply international markets including the UK with the new cardboard carriers by 2020, resulting in a staggering 400 tonne reduction in plastic use across the brewer's packaging chains.
Diageo's Mark Sandys said: "We already have one of the most sustainable breweries in the world at St. James's Gate and we are now leading the way in sustainable packaging. This is good news for the brand, for our wider beer portfolio and for the environment." [Diageo via Irish Examiner]