its leading brands . “ Absolut is one example ,” says Wright . “ As a brand , its mission for many years has been to become more circular and see things reused again and again .” Enabling this vision is simplified by the fact that Absolut ’ s bottles are all sourced from a single location , and Pernod Ricard maintains strong relationships with its farmers which allows it to influence their own sustainability as well . “ We have full visibility of Absolut ’ s supply chain , and at every step we look to see how |
we can make it as circular as possible . The byproducts are sold on to feed 300,000 cows and pigs each day , for example . We have also launched a limited edition bottle called Absolut Comeback , which is really a campaign to celebrate recycling , and those bottles are made from 40 % recycled glass .
Pernod Ricard ’ s efforts are not limited to brands where it has a direct view of its supply chains , however . Each supplier is compelled to commit to the company ’ s CSR objectives through Bluesource , and the firm is working to bring the rate of its committed suppliers to 100 %. “ If they don ’ t , we won ’ t work with them . We ’ re going to have to be very clear on those commitments ,” says Wright , adding that sustainability in supply chains represents one of the most significant challenges for the drinks industry ’ s environmental and ethical performance . This firm approach permeates through the whole corporate strategy , with its affiliates having been required to provide local action plans for fulfilling Pernod Ricard ’ s corporate vision by the end of last year .
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