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26th February 2024

Every Can Counts Announces First Partnership Of 2024 With Major Brewer

Every Can Counts has announced its latest brand partnership with one of the UK’s largest brewers, Molson Coors Beverage Company.

The partnership will see Molson Coors – which produces brands including Carling, Coors and Madrí Excepcional – collaborate with the not-for-profit programme Every Can Counts, alongside drink can manufacturers and the wider recycling industry, to raise awareness of the importance of recycling drink cans at events and festivals.

Molson Coors will also become the first brewer to sign up to Every Can Counts as an annual UK funding partner, in support of the programme’s mission to increase recycling rates by inspiring and empowering people to recycle more of their empty cans at events and festivals across the UK.

In 2021 the brewer removed all single use plastic from its multipacks, switching to recyclable cardboard wraps and sleeves. The Coors brand was also the pioneer of the original two-piece recyclable aluminium beer can during the 1950s, replacing the original throwaway steel cans and paving the way for a circular economy for drinks containers.

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-Warde, Programme Manager for Every Can Counts, said: “It’s fantastic to kick off 2024 with a new partnership, especially one with a company as well known and globally recognised as Molson Coors.

“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. Its team of ambassadors spread the recycling message and collect cans at many festivals and public events throughout the year. Every Can Counts also runs a Green Can Award scheme which recognises the recycling efforts of local businesses, community groups and charities.

To find out more information about Every Can Counts, visit


For more information, please contact:

0161 235 0300

About Every Can Counts 

Every Can Counts is a not-for-profit communications programme working to inspire, encourage and empower people to recycle their empty drink cans. The programme is funded through a partnership between drink can manufacturers, the aluminium recycling industry and drink brands. The programme’s vision is to achieve a 100% recycling rate for drink cans. Every Can Counts partners with a wide range of businesses, organisations, and events to work towards this goal, providing advice and support including free-to-use communications materials to help engage consumers with the benefits of recycling drink cans.

Born in the UK in 2009, the programme now has a presence in 21 countries around the world.

For more information, please visit or follow Every Can Counts on Facebook (, Instagram ( and Twitter (

About Molson Coors

For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.

Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madri Excepcional, Pravha, Staropramen and Rekorderlig, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.

Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit or on Twitter through @MolsonCoors

For more information, please contact:

0161 235 0300

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