Johnnie Walker is launching its most ambitious sustainability initiative to date, which sets goals to drastically reduce its environmental footprint over the next decade.

The Scotch whisky brand's The Next Steps plan takes more decisive action towards 'grain to glass' sustainability, from restoring natural landscapes to changing the ways its whisky is distributed and enjoyed.

Among the goals in the intiative, to be achieved by 2030, are:

• Making the entire Johnnie Walker whisky production process carbon neutral


• Making all packaging recyclable, reusable or compostable


• Investing in projects to restore peatland and to plant and protect trees in Scotland


• Reducing water usage in the production of Johnnie Walker by 20 per cent


• 'Reinventing' its drinking experiences to be more sustainable and engaging with consumers globally on the importance of 'sustainable socialising'


• Achieving Green Tourism Gold certification for its Scotch whisky visitor experiences

Julie Bramham, Johnnie Walker global brand director, said: "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 is 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."

At the forefront of The Next Steps programme will be the creation of a new bar experience showcasing 'sustainable socialising'. Set to premier later in 2021 before a global roll-out, it is being created in partnership with drinks pioneer Ryan Chetiyawardana (Mr Lyan Studio), CEO of Package Free and zero-waste campaigner Lauren Singer, and The World's Most Rubbish, a global community committed to phasing out single-use plastics.

Bramham continued: "We want everything we do to be more sustainable across every aspect of our brand and the new drinks experience is where we bring that all together. It’s a space where the set-up, the furniture, the operations, processes and drinks will all be as sustainable as can be. But it will also be - simply and importantly - a brilliant bar experience, something we’ve all been missing in recent times."

Ryan Chetiyawardana added: "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."