From Landfill to Refill: Craft Brewers tap into sustainable packaging

The ground-breaking project gives craft brewers the opportunity to pilot reusable bottles for beer on tap. Up to 50 individual breweries will be funded to establish a reusable packaging asset pool, which promises a range of benefits from cost-savings to better environmental and community outcomes.

“We are excited to extend our work in reusable packaging to enable the craft beer
industry to adopt circular economy practices,” stated Nada Piatek, Again Again’s
CEO.

“Having the input of industry leaders, industry bodies and the government
means we have the best chance of opening the door to packaging innovation for the
whole sector, as well as other consumer goods sectors, by proving reusable
packaging can be a simple, practical and cost-neutral experience for consumers and
businesses alike.”

Project outreach to the craft brewing industry has so far yielded enthusiastic
responses from many eager to embrace an industry-wide opportunity for sustainable
change.

“Again Again has hit the bullseye,” says Glass Packaging Forum Scheme Manager
Dominic Salmon. “They’re tapping into a sweet spot where there’s a great case for
the power of reuse and it’s already taking off. This game-changing project will make
it much easier for businesses and their customers to participate, and could unlock a
massive shift in behaviour to make reuse the new normal.”

Again Again's cutting-edge technology will integrate with point-of-sale (POS)
software, eliminating the need for customers to download an app. This means
consumers can effortlessly purchase craft beer in reusable bottles, taking custody of
the packaging with utmost convenience. Bottles can be dropped back the next time
they’re in store.

The project will also introduce an interoperable, reusable "growler," to replace the
industry-standard brown PET litre bottle for beer sold on tap to take away. In New
Zealand, there is no recycling solution available for brown PET plastic bottles and
consequently these end up in landfills, costing rate payers and contributing to
environmental degradation.

By proving the merits of reusable bottles, the pilot aims to convince both consumers
and the beer industry that reusable packaging not only enhances the product
experience but also delivers tangible business and community advantages. The
project will highlight the potential for the craft beer industry to transition from a linear
economy to a circular economy, where sustainable practices drive profitability
(managing and washing reusables can cost just two thirds of current single use
packaging for breweries) and environmental stewardship.

“The project is poised to reshape the future of packaging for the craft beer industry,
creating a blueprint for businesses seeking innovative and eco-friendly solutions,”
says Piatek. “Hold my beer.”

The innovation project is in four parts:

Technology enhancement. At deployment, consumers will no longer need an app, and retailers won’t need a scan station. Everything will be integrated in some use cases. The standalone system will also remain.
Industry consultation. Again Again will take input from all relevant businesses, and from consumers, as to the preferred form factor of a shared interoperable flagon or growler. Steve Almond, Sustainability Manager at Garage Project will complete a LCA from published data to inform our choice of container.
The funded establishment of a shared asset pool. Up to 50 breweries and tap houses will be funded to have their reusable assets set up.
A behaviour change campaign. A year-long activation campaign is funded that will engage and encourage consumers to borrow and return real packaging and skip the waste.

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