Every Can Counts announces its first Irish drink brand partnership

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Every Can Counts has announced its first ever drinks brand partnership in Ireland with carbon neutral, Irish start-up, The Naked Collective, to help inspire and encourage more people to recycle their empty drink cans.

The partnership will see The Naked Collective join forces with Every Can Counts, drink can manufacturers and the recycling industry to raise awareness of the importance of recycling and increase recycling rates in Ireland.

As part of the partnership, The Naked Collective will provide funding to the Every Can Counts programme, with both brands working together to spread the message that drink cans are endlessly recyclable.

Founded in 2019 and based in County Kildare, The Naked Collective specialises in vegan, low-sugar vitamin drinks designed to meet the needs of both health and eco-conscious shoppers.

Its first two product ranges, which recently launched in Ireland and the UK, include Mude and So.Beer – a range of vegan, natural sparkling beverages and non-alcoholic lagers.

The Naked Collective is a carbon-neutral company. From sourcing its plant-friendly ingredients to recyclable and compostable packaging for its cans and boxes, sustainability is at the forefront of the brand.

Its partnership with Every Can Counts Ireland builds on its sustainability commitments and will help it achieve its goal of ensuring that 100% of its cans are recycled.

Niall Phelan, co-founder of The Naked Collective, said: “From the ingredients we use, to our processes and packaging, our aim as a brand is to make the world a healthier, better place.

“We’re a purpose-led company and our decision to partner with Every Can Counts shows exactly that. The partnership is us doing our bit to increase recycling rates in Ireland.”

Róisín O’Brien, Every Can Counts Ireland programme manager, said: “We’re very excited to announce our first Irish drink brand partnership with The Naked Collective.

“The company fits so well with what we’re trying to achieve as we both have the same mission – to save precious energy and resources by ensuring each and every drink can is recycled. We’re looking forward to working with The Naked Collective over the next year to help raise awareness and inspire recycling throughout the nation.”

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

Ireland has one of the highest rates in Europe for aluminium drink can recycling and recovery, with 89% of cans in the country being recycled or recovered in 2019.

Whether studying, working, at events or festivals, Every Can Counts wants to increase the collection of cans and spread the word that aluminium or steel cans are endlessly recyclable.