Diageo launches first circular keg and dispense system for Smirnoff Vodka

UK – Diageo has introduced Everpour, a groundbreaking keg and integrated bottle dispense system, with its initial trial featuring Smirnoff, the world’s top-selling vodka.

The trial, launched at selected bars in and around Dublin, Ireland, is part of Diageo’s larger sustainability initiative aimed at reducing carbon emissions across its key brands.

Developed by Diageo’s Breakthrough Innovation team in collaboration with Hodges & Drake, the Everpour system utilizes reusable kegs that deliver spirits to a dispensing unit.

The system offers four dispensing options tailored to different bar environments. Notably, the unit automatically refills the Smirnoff bottle when placed into the Everpour dispenser, eliminating the need for single-use bottles.

Once a keg is empty, Diageo collects, cleans, and refills it, ensuring a seamless supply chain with a strong focus on sustainability. At the end of its long lifespan, the Everpour unit is separated for recycling, further contributing to a circular economy.

Participating bars in the trial will use stainless steel kegs containing either 5 or 17.5 litres of Smirnoff vodka.

The environmental benefits are expected to be significant, with each keg potentially replacing at least 500 single-use 70cl glass bottles.

Additionally, this system could reduce carbon emissions by over 50% per litre of Smirnoff. In addition to environmental gains, the system also aims to improve operational efficiency by minimizing bottle handling, reducing storage space, and reducing bartenders’ time switching out empty bottles.

Stephanie Jacoby, Global Vodka Senior Vice President at Diageo, expressed excitement about the launch, noting, “Smirnoff is proud to lead the way on Everpour, combining convenience for bartenders with sustainability for our company.”

This trial aligns with Diageo’s broader efforts to promote circular economy practices, part of its Spirit of Progress ESG action plan.

Other notable initiatives include the rollout of ecoSPIRITS in various markets and bulk delivery trials at the Smukfest festival in Denmark, which reduced the use of over 30,000 glass bottles.

Diageo also supports glass recycling through its collaboration with the Glass Packaging Institute and GlassKing Recovery & Recycling in the U.S.

Dave Lutkenhaus, Diageo’s Global Sustainability Innovation Director, called the trial a major milestone, emphasizing its potential to reduce carbon emissions while offering a user-friendly experience for bartenders.

The six-week trial in Dublin will evaluate the technical feasibility and gather feedback to inform future versions of the Everpour system.

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