Diageo is now packaging its Seagram’s 7 Crown whiskey in 100% recycled plastic bottles in North America as the drinks business moves towards a more sustainable value chain.

Over the last decade, Diageo North America has worked to make its packaging more sustainable. This latest effort will see it remove virgin plastic from Seagram’s 7 Crown bottles across all its PET (Polyethylene Terephthalate) formats: 1.75l, 750ml, 375ml and 200ml.

This change will reduce the use of virgin plastic by almost 1000 tonnes annually – the equivalent of removing 100 million 500ml plastic bottles.

The new bottles will be on shelf across the Seagram’s 7 Crown range in the US from the end of June, the company said.

A variety of the brand’s formats in glass bottles will remain alongside the new recycled PET bottles.

“We continue to take an innovative approach towards delivering sustainable packaging designs and are proud that this move supports our goal to increase recycled content across our brands globally to 45%,” said Ronald Holmes, Packaging Director at Diageo North America.

“Using recycled materials to make packaging reduces the carbon footprint of our brands, raises awareness with consumers, and encourages the industry to follow.”