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Molson Coors has partnered with Every Can Counts to encourage consumers to recycle their empty cans.

It is the first brewer to collaborate with the not-for-profit programme and the partnership aims to raise awareness of the importance of recycling drink cans at events and festivals.

It comes after the brewer removed all single-use plastic from its multipacks, switching to recyclable cardboard wraps and sleeves in 2022.

Kate Macnamara corporate affairs director at Molson Coors said: “Every Can Counts does brilliant work to encourage more recycling through positive messaging and engaging consumer initiatives, and we are proud to be a funding partner. We’re looking forward to working with Every Can Counts to support more eye-catching and innovative activations at festivals and events across the UK.”

Chris Latham-Ward programme manager for Every Can Counts commented: “It’s great to see industry giants lead the way in encouraging their customers to recycle their drink cans at events and festivals and we’re looking forward to working with them to help raise awareness and inspire recycling across the nation.”

Every Can Counts is a unique partnership formed between drink can manufacturers and the aluminium recycling industry, all with the goal of reaching a 100% recycling rate for drink cans. 

The programme aims to inspire consumers to recycle all their empty cans and works to make it easier for consumers to recycle cans while they’re out-of-home. 

Every Can Counts also runs a Green Can Award scheme which recognises the recycling efforts of local businesses, community groups and charities.