Energy drink Red Bull is the first drinks brand to become a funding partner for the ‘Every Can Counts’ aluminium can recycling initiative.
Until now, ‘Every Can Counts’ had been developed and funded by the European and UK beverage can makers and the aluminium and steel packaging reprocessors. Now, the two organisations will look at how to encourage consumers to recycle more drinks cans, which will involve Red Bull actively encouraging recycling at its events.
Aluminium can recycling organisation Alupro is behind the recycling scheme. Executive director Rick Hindley said: “Red Bull has a reputation for leading from the front, being creative and innovative in its approach to everything from events to retail. So we are really looking forward to working with their teams to give an edge to our promotion of recycling in workplaces, universities and ‘on the go’.”
The first outing of the partnership will be seen at Red Bull’s Flugtag in Leeds on 17 July, where the ‘Every Can Counts’ events recycling team will be encouraging visitors to recycle their cans.