Johnnie Walker keeps walking as it launches its biggest ever sustainability push
Feature 16 APR 2021
Johnnie Walker – the world’s best-selling Scotch – has launched The Next Steps initiative, its most ambitious sustainability drive to date, putting the focus firmly on more sustainable socialising for everyone.
The initiative is a wide-ranging action plan that will see Johnnie Walker keep walking to become more sustainable by design from ‘grain to glass’. The initiative is part of the brand’s ongoing efforts to reduce its environmental footprint, restore natural landscapes and reinvent how its whisky is made, distributed and enjoyed in every corner of the world.
Included in the programme is a series of environmental commitments which, by 2030, will ensure:
- 100% of Johnnie Walker whisky production is net-zero carbon.
- 100% of Johnnie Walker distilleries harness renewable energy.
- All packaging will be recyclable, reusable or compostable.
- Investment in projects to restore peatland and plant and protect trees in Scotland.
- A reinvention of the drinking experience to be more sustainable, and engagement with people around the world on the importance of ‘sustainable socialising’.
“Johnnie Walker is built on a legacy of making positive, progressive choices – our own ‘Keep Walking’ mantra is shaped by that thinking. When we look at the world around us it’s clear that we all have a role to play in protecting the planet and its resources. We can either see what’s happening and choose to do nothing or we can keep walking, taking every step we can to reduce our impact. We believe there is only one choice to make.”Julie Bramham
Johnnie Walker Global Brand Director
The new programme will be spearheaded by the creation of a revolutionary new bar experience, which will showcase the future of ‘sustainable socialising’. Created in partnership with multi-award-winning drinks pioneer Ryan Chetiyawardana (Mr Lyan Studio); CEO of Package Free and zero-waste champion Lauren Singer; and The World’s Most Rubbish (a global community dedicated to making single-use a thing of the past), the inventive bar experience will premiere later this year before rolling out globally across multiple markets.
“Sustainability needs commitment and bold steps – alongside the little, everyday ones – so I'm so proud to be working in partnership with Johnnie Walker as they seek to make proper inroads into addressing this evolving topic with a real and genuine ambition to make a difference. It's been incredible to see them focussed on revolutionising their approach to drink, events and experiences, and helping support big scale change.”Ryan Chetiyawardana
Cocktail Bartender & Drinks Pioneer
The brand’s environmental pledges come on top of its continued commitment to promote diversity and inclusivity in all its work and its ongoing advocacy for responsible drinking.
For more information on the the initiative visit http://nextsteps.johnniewalker.com where you can keep up-to-date and track progress in real time.
Inaction is not an option, Keep Walking.
 IWSR 2020