02. November 2017 | Industry

Rusal launches low carbon aluminium brand, Allow

UC Rusal has launched a new aluminium brand, Allow, which features a significantly lower carbon footprint (specific volume of greenhouse gas emissions) as compared to the industry average. As demand amongst consumers grows for more sustainable and environmentally friendly aluminium, Rusal utilizes its unique access to clean, renewable hydro power to provide a product with a significantly reduced carbon footprint. According to Rusal, Allow’s carbon footprint is lower than four tonnes of CO2 per tonne of aluminium, while the world average is currently around 12 tonnes of CO2/tAl (scope 1 and 2 at the smelter). All Allow branded metal produced by Rusal will be independently verified so as to provide credible quality assurance for our customers.

To mark the official launch of the Allow brand, customers and representatives from across the aluminium sector were invited to a much anticipated event in London, held during the LME Week.

Rusal has invested significantly into reducing its environmental footprint over the years by modernizing its facilities and developing new technologies. Since 1990, the company has decreased its greenhouse gas emissions per tonne of aluminium produced by more than 57% and aims to be even more ambitious in the future. In 2016, its total expenditure on implementing environmental actions totalled nearly USD120 million.

Vladislav Soloviev, CEO of Rusal, commented: “The launch of our new low carbon aluminium brand, Allow, represents a watershed moment for Rusal in terms of sales strategy development. We know that consumers are increasingly demanding ever greater detail about the provenance of the products they purchase and their associated carbon footprint. Allow will provide consumers and manufacturers alike with confidence that the aluminium used in their products has one of the lowest carbon footprints in the industry.”