Lion’s beer brand, Steinlager, is piloting a digitally tracked returnable-bottle system across 48 Super Liquor stores in Auckland as it looks to advance a more circular packaging model.
The initiative modernises New Zealand’s Swappa Crate system by removing the traditional bottle deposit and introducing digital tracking to simplify returns.
While returnable bottles and digital tracking have each been used before, Steinlager said this is the first time the two have been combined into a single system.
The pilot also introduces a new 330ml returnable bottle, replacing the traditional 745ml Swappa format.
More than four years in development, Steinlager said its trial is designed to measure consumer behaviour in real-world conditions and refine the system before any decision on a wider rollout.
According to an assessment by Toitū Envirocare, the system could reduce lifecycle carbon emissions by up to 64 per cent compared with single-use cans and bottles when deployed at scale.
- Further reading: Not so alcohol-free: Steinlager recalls 2538 cases after labelling error.
