Diageo, the world's leading spirits, wine and beer company, is adding an environmentally friendly element to gift giving this upcoming holiday season.
 
 For the first time ever, Diageo brands such as Crown Royal and Captain Morgan, will include value added packaging (VAP) in the United States comprised of 100% recyclable materials this holiday. Printed outer cartons will have a custom graphic that lets consumers know the packaging components are completely recyclable.
 
 "High quality spirits like Crown Royal or Ciroc Vodka make great gifts and recyclable value-added packaging adds something special in more ways than one," said John Council, President, Diageo Supply Americas. "Reducing waste to landfills is one of the world's most pressing issues and we are committed to doing our part by implementing innovative initiatives such as this."
 
 Some of the premium brands that will feature the new packaging are Crown Royal Reserve Brands, Ciroc Vodka, Jose Cuervo, VO, and Captain Morgan.
 
 The environmentally friendly features of the new value-added packaging components include: elimination of the use of plastic resin PVC; marking (embossed or printed) of all plastic materials as recyclable with the standard icons for reclamation; tracking of the total materials used and shipping per material per season in tons; and eliminating the usage of metalized polyethylene ("MPE") laminated board use and replacing it with lamination that does not contain polyethylene.
 
 Consumers should check whether recycling programs for the new packaging exist in their area.