Closing the Loop on Packaging (Part 1): The Power of Reuse & Refill in Drinks
In our previous article, we set the stage for our "Closing the Loop" series, defining the circular economy and highlighting its deep relevance – and historical roots – within the drinks industry. We established that moving beyond the wasteful 'take-make-use-lose' model is not just an environmental imperative but increasingly a regulatory and commercial necessity, driven by factors like upcoming Deposit Return Schemes (DRS) and EU regulations (PPWR).
For this article let’s turn to the most tangible aspect for many drinks businesses: packaging. While designing for recyclability is important (which we'll cover in Part 2), the principles of circularity urge us to prioritise strategies that keep materials in use at their highest value for longer. This means putting Reuse and Refill models centre stage.
Why Prioritise Reuse & Refill Over Recycling?
Recycling, while necessary, should always be the last option above landfill. It requires significant energy to collect, sort, and reprocess materials, often resulting in downcycling where material quality degrades. Reuse and refill systems, when designed effectively such as stainless steel beer kegs, offer compelling advantages:
Resource Preservation: They drastically reduce the demand for virgin raw materials (glass, aluminium, plastic, paper) needed for single-use packaging.
Lower Carbon Footprint (Per Use): Although manufacturing durable containers (like kegs or sturdy bottles) has an initial footprint, their ability to be used many times significantly lowers the environmental impact per serving compared to single-use alternatives, especially when logistics are optimised.
Waste Reduction at Source: These models tackle the problem head-on by preventing single-use packaging waste from being generated in the first place.
Regulatory Alignment: Increasingly, regulations like the EU PPWR are exploring specific targets or incentives for reusable packaging systems.
Citizen Appeal: Many citizens are actively seeking ways to reduce their packaging footprint, whether it’s for environmental reasons or because their local bin collections have been reduced, appreciate brands offering reusable or refillable options.
Exploring Reuse & Refill Models in the Drinks Industry
These aren't niche concepts; various models are already operating, some for decades, others representing cutting-edge innovation:
Traditional Closed-Loop Returnables:
Beer Kegs: As mentioned last week, stainless steel kegs are the workhorse of the draught beer world. Designed for hundreds or thousands of cycles, they represent a highly successful, long-established B2B reuse system, complete with established logistics for return and cleaning.
Returnable Glass Bottles: While less common now in the UK than during the days of the old DRS or widespread milk rounds, returnable and refillable glass bottle schemes persist and are seeing renewed interest. Some craft breweries offer them locally, and systems thrive in countries like Germany ('Mehrwegflaschen'). Challenges exist around standardisation, washing infrastructure, and reverse logistics, but the potential for high-quality reuse remains significant, especially if integrated into future DRS designs.
Bulk Dispense & Refill at Point-of-Sale (Primarily On-Trade):
ecoSPIRITS: This innovative system tackles single-use glass in the spirits category. Premium spirits are transported to venues in bulk 4.5L, fully reusable 'ecoTOTE™' containers. Bars then use specialised 'SmartPour' optics to dispense spirits directly into service glassware or refill the original branded bottles for back-bar display. This drastically cuts glass waste, transport emissions (due to lighter weight and better volume efficiency), and operational handling. It's a prime example of modern technology enabling circularity in spirits.
Wine-on-Tap / Keg Wine: Increasingly popular in bars and restaurants, serving wine from kegs offers benefits similar to draught beer – reduced packaging waste (no bottles, corks, labels per serve), lower transport emissions, and assured freshness for the consumer.
Citizen-Focused Refill & Take-Home:
Growler Fills: A staple in many craft brewery taprooms, allowing drinkers to purchase beer to take away in their own reusable 'growler' containers (typically glass or steel jugs), filled directly from the tap.
Refill Pouches / Bag-in-Box: Some brands are having great success offering products like spirits, liqueurs, or wine concentrates in formats (like lightweight pouches or Bag-in-Box) designed for citizens to refill their own durable primary bottles at home. This reduces the weight and material intensity of packaging for subsequent purchases. We’re also seeing brands gain significant traction offering these to the on-trade.
Challenges on the Path to Mainstream Reuse
Despite the clear benefits and working examples, scaling up reuse and refill systems faces hurdles:
Logistics: Efficiently managing the return ('reverse logistics'), cleaning, and redistribution of containers is complex and requires investment.
Standardisation: Lack of standardisation in bottle shapes, sizes, and closures makes large-scale washing and refilling difficult and costly.
Infrastructure: Significant investment is needed in washing facilities and potentially collection points (though DRS infrastructure could help here).
Consumer Behaviour: Shifting consumer habits away from the convenience of single-use requires clear communication, incentives (like deposits), and easy return processes.
Hygiene & Quality: Robust systems are needed to ensure cleanliness and maintain product integrity throughout the reuse cycle.
The Opportunity: Worth the Effort
The challenges are real, but the potential rewards of embracing reuse and refill are substantial. Beyond the environmental gains, these models can offer long-term cost efficiencies (reduced packaging procurement), enhanced brand loyalty among eco-conscious consumers, a powerful story for marketing, and a proactive way to meet evolving regulatory demands. Innovation in tracking technology, smart packaging, and logistics is also making these systems more viable and efficient than ever before.
Next: Optimising the Other Loop
Reuse and refill represent the 'inner loops' of a circular packaging strategy – keeping the container itself in circulation. In our next article (Part 2), we'll explore the 'outer loop': how to design single-use packaging for maximum circularity when reuse isn't feasible, focusing on recycled content, recyclability, and material choices.
For now, the message is clear: prioritizing reuse and refill isn't just wishful thinking; it's a practical, powerful, and increasingly necessary strategy for closing the loop on drinks packaging.
