Coca-Cola and Merlin Entertainments have announced the return of their recycling initiative for a fifth consecutive year, offering visitors the chance to win exclusive VIP experiences for exchanging empty plastic bottles.
The initiative aims to drive sustainable behaviour through entertainment by utilising interactive reverse vending machines. Strategically placed across ten Merlin attractions, the machines allow guests to recycle any empty 500ml plastic bottle to enter a special prize draw for unique, money-cannot-buy park experiences.
The programme has demonstrated consistent growth within Merlin's sustainability strategy. According to the partners, machine usage increased by 18 percent between 2024 and 2025, recording nearly 30,000 individual transactions across the estate last year alone.
For the 2026 season, the partnership has introduced a new tier of rewards tailored to theme park enthusiasts. Winners can secure behind-the-scenes tours of high-profile attractions at Thorpe Park, including SAW: The Ride, The Walking Dead: The Ride, and Ghost Train. Additionally, the scheme is offering Fast Track access to the newly launched Bluey the Ride: Here Come the Grannies! located in CBeebies Land at Alton Towers Resort.
Other prizes across the portfolio include a Giraffe Encounter and Fast Track passes at Chessington World of Adventures Resort, a Snorkelling with Sharks Experience at SEA LIFE Blackpool, and a private history and behind-the-scenes tour of the Legend of the Trebuchet at Warwick Castle.
Speaking on the initiative, Dare Ilori, VP of Global ESG and Sustainability at Merlin Entertainments, highlighted the business value of the collaboration:
"We are a business where play takes the lead, and this partnership is a great example of how we can use the power of our attractions to encourage positive behaviours in a fun and engaging way. As we celebrate five years of working with Coca-Cola on this scheme, we are delighted to continue giving families even more reasons to enjoy a day out together, combining memorable experiences with a simple action that supports a more sustainable future."
Jo Padwick, Senior Sustainability Manager at Coca-Cola Europacific Partners, emphasised the role of visitor destinations in the circular economy:
"Partnerships like this play an important role in ensuring more bottles are collected and kept within the circular economy, rather than ending up as waste."
Dusan Stojankic, General Manager at Coca-Cola Great Britain and Ireland, added that the reverse vending machines represent a "fun and impactful way to encourage sustainable habits while creating magical memories."
A total of 30 reverse vending machines will be operational until 9 September 2026. Participating locations span the breadth of Merlin’s UK portfolio, including Alton Towers Resort, Thorpe Park, LEGOLAND Windsor Resort, Chessington World of Adventures Resort, Warwick Castle, Cadbury World, and SEA LIFE aquariums in London, Brighton, Birmingham, and Blackpool.
Guests can locate the machines via individual park mobile applications or on-site staff. After recycling a bottle, the machine issues a receipt that includes a web address to enter the VIP competition.
