24 May 2023 Case Studies

From Landfill to Refill: Craft Brewers tap into sustainable packaging

Circular Economy Directory lister Again Again is spearheading a pioneering project to trial reusable packaging in the craft beer industry, supported by co-funding from the Ministry for the Environment's Te Tahua Pūtea mō te Kirihou Auaha - Plastics Innovation Fund, Garage Project, and the Glass Packaging Forum.

Woman with glass flagons

“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.”

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.