Retourpack

Retourpack is a circularity initiative built on the proven success of returnable beer crates, where single-use cardboard beer packaging is replaced with reusable, shelf-ready six-pack crates.

The project

Retourpack is a Belgian initiative subsidized by VLAIO and aimed at revolutionizing beer packaging with reusable, shelf-ready six-packs. It is developed in partnership with retailer Carrefour, Cornet (brand of the brewery Royal Swinkels), packaging producer DW Reusables, socio-economic enterprise MIVAS, Fevia, University of Antwerp’s REuse Lab, and Twintag, to cut down on waste and CO2 emissions.

The customer

Challenges

In line with the new European Packaging and Packaging Waste Regulations (PPWR), reusable packaging is crucial in driving the beverage industry towards a circular economy. Reusable beer crates, along with reusable bottles, are among the earliest examples of a fully closed-loop system, circulating between breweries, retailers, and consumers for decades.

However, the main challenge has been to extend this model to additional packaging formats and seamlessly integrate reusable six-packs into existing retail systems.

Accounting challenges may indeed arise with accurate reconciliation of deposit funds between franchised supermarket locations and central operations, because of the inability to verify the presence of all six-packs within the stacked-and-wrapped returned crates upon arrival at the depot. Unless resolved, this issue was seen as a showstopper.

Simple, yet powerful solution

Returnable six-packs for frequent use

The Retourpack project introduces reusable six-packs for beer, supported by a partnership between DW Reusables, Carrefour Belgium, Cornet (part of Royal Swinkels), Fevia, the REuse Lab of the University of Antwerp, MIVAS, and a digital technology provider, Twintag. This initiative builds on the proven success of reusable beer crates and bottles, combining them with innovative six-pack designs made from 100% post-consumer plastic, which are easy to handle, return, and fully aligned with circular economy principles.

Each six-pack is equipped with a unique Twintag QR code, which records the time and location of every scan, ensuring traceability. This system supports the efficient return and reuse of the six-packs and is designed to benefit all stakeholders. The same QR code is scanned by all parties involved, with each stakeholder gaining specific value tailored to their role. This ensures that every stakeholder benefits from the solution in a way that suits their needs, enhancing the overall efficiency and value of the system.

The packs can be conveniently returned using the existing return process, for example through a reverse vending machine, and when stored on retailer shelves, they offer the same conveniences as single-use options, such as optimized shelf space and easy replenishment. Their durability minimizes the risk of damaged or unsellable units, while MIVAS ensures each pack is thoroughly cleaned after use, maintaining high hygiene standards.

How to get started

the process

From production line to market

Simple, yet powerful solution

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Returnable six-packs for frequent use

What was this process like:

Results and impact

Cost savings and operational efficiency

With this solution, businesses see immediate savings as packaging return and reuse become seamless, eliminating the hassle of constant relabeling. Plus, the built-in tracking system ensures that lost packages are quickly found. Royal Swinkels now benefits from improved logistics and an enhanced consumer experience, while Carrefour gains better logistics management through track and trace capabilities. The potential show-stopping reconciliation problem mentioned earlier simply goes away as a side effect of the individual tracking of the serialized six-packs: their runs through the reuse loops will be independently scanned, recorded, and accounted for, independently from the larger crates that carry them.

New revenue streams

Advanced product and consumer analytics unlock new revenue opportunities for businesses. Companies can create more personalized and impactful promotions by understanding customer behavior better, fostering stronger brand loyalty, and driving repeat purchases. For Mivas, this translates into new revenues, as they are involved in cleaning reusable crates, a process that does not exist in a single-use packaging flow. For DW Reusables, it allows them to potentially shift to a packaging-as-a-service business model, where they no longer just sell the physical crates, but digital value-added services as well.

Compliance and sustainability

Finally, the solution is designed to help companies meet the EU’s sustainable packaging directives (PPWR). DW Reusables' efforts in creating sustainable crates were documented in a Digital Product Passport, which was seamlessly added to the twintag, allowing them to easily comply with regulations. Not only does this facilitate accurate ESG reporting and ensure that sustainability practices are transparent and traceable, but moving forward, other value chain users will be able to leverage and use that data if/when relevant or required. Here, the University of Antwerp gains valuable insights into real-life reuse cases and can build up its research case on real examples and challenges.

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“One of a kind service”

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Sophie Moore

VP of Design at Google