Diageo announces new keg destruction programme

Drinks supplier Diageo has announced the launch of the Keg Destruction Programme, a new programme to support the British drinks trade from the impact of the Covid-19 as it reopens.

The Keg Destruction Programme will allow the safe retrieval of kegs from cellars, and Diageo will provide a like for like replacement of fresh stock for all unbroached kegs. For all broached kegs, Diageo will work with HMRC to reclaim to duty on all broached keg volumes and pass back via an outlets Route-To-Market.

All outlets should dispose of beer responsibly in line with the BBPA's protocol for ‘Destruction of Beer in Cellars to Avoid Environmental Damage May 2020'. This includes calling the water retailer for the pub to understand how to dispose of the liquid safely and sustainably. The programme will require outlets to retain evidence of the beer destruction for six years to ensure sufficient data is available for auditing.

The scheme is open to anyone who stocks a Diageo draught product (Guinness, Hop House 13 and Open Gate Brewery) and there are no minimum or maximum keg requirements.

Melissa Wisdom, on trade director for Great Britain said: "We know the next few months pose uncertainties as the trade looks to safely reopen and we want to help our communities where they need us most. We are focused on ensuring a consistent and high-quality service and our teams remain available to support our customers throughout this challenging time."

The Keg Destruction Programme will finish a month after the trade reopens in Britain.

To set up an account visit www.mydiageo.com to register keg stockholding details.

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