Discarded Appoints Space to UK Creative Role

Discarded Spirits Company, owned by William Grant & Sons, has appointed Space to its creative roster ahead of a major marketing push in the UK.

Established in 2018, Discarded turns waste products, commonly found in the drinks industry, into essential ingredients for a new, innovative, and sustainable range of spirits.​

Discarded has a simple mission: to reverse needless waste and lead the sustainability movement in the spirits industry. In doing so, their wider goal is to shift attitudes around waste by demonstrating that what’s seen as ‘trash’ today can be treasured tomorrow. Whether that is discovering ‘undiscovered’ flavours, bringing back to life ‘redundant’ ingredients, or investing in techniques to ‘reuse creatively’, Discarded is pioneering a renewed version of luxury for the drinks sector; re-defining the perception of waste as something that can be beautiful.

The first work by Space will draw upon the agency’s experiential capabilities to dig deeper into Discarded’s sustainable purpose within luxury. Long-term, creative projects will explore the intersection of how waste is interpreted and what it means to be the modern spirits drinker.

James O’Connor, head of innovation, William Grant & Sons, said: "Discarded is pioneering sustainable luxury within the spirits industry. As the world emerges from the shadow of the pandemic with a renewed understanding of the impact of our choices on the planet, now is the time for optimistic brands to step up and lead for change in every industry. Space is a partner who can help us articulate the future we want to bring about, and accelerate our growth."

Space has a long-standing relationship with William Grant & Sons working on both Glenfiddich and Hendrick’s Gin whilst the Discarded appointment adds to the agency’s sustainability credentials.