Sustainable packaging technology company Again Again has announced a new project to assess the possibility of using reusable packaging in the craft beer industry.

The new project is being supported and co-funded by the New Zealand Ministry for the Environment’s Te Tahua Pūtea mō te Kirihou Auaha – Plastics Innovation Fund, Glass Packaging Forum and Garage Project.

As part of this project, the company will work in close coordination with brewers and taprooms to identify a reusable container for beer that can serve as an integrated and easy-to-use solution.

The effort will allow craft brewers to pilot reusable bottles for beer on tap.

According to Again Again, funding will be provided to approximately 50 individual breweries to help set up a reusable packaging asset pool that will deliver several environmental and cost-saving benefits.

Again Again CEO Nada Piatek said: “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.”

The effort involves the integration of Again Again’s point-of-sale (POS) software for customers to conveniently purchase craft beer in reusable bottles, taking control of their packaging.

This POS system will eliminate the requirement to use an app in the process.

After use, customers can simply drop off the bottles at the store during their next visit.

At later stages of the project, the company is also planning to introduce an interoperable, reusable ‘growler’ in place of the existing industry-standard brown polyethylene terephthalate beer bottle available on tap to take away.

The latest pilot effort will help consumers and the beer industry to understand the significance of reusable packaging, which improves product experience and provides tangible business benefits.

It will help in showcasing the potential to transition the craft beer industry from a linear to a circular economy.

Piatek added: “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.”