Again Again, a New Zealand-based provider of reusable packaging, is making a significant stride by branching out into the craft beer industry. Focusing on becoming a dedicated technology provider, the company aims to foster behavior change and enable reuse across the hospitality sector. The recent interview with co-founder Nada Piatek, conducted by the Glass Packaging Forum (GPF), shed light on Again Again’s innovative reusable beer flagon project, which has garnered support from the Te Tahua Pūtea mō te Kirihou Auaha Plastics Innovation Fund, the Glass Packaging Forum, and Garage Project.
Enabling Circular Movement and Behavior Change
Again Again’s primary goal is to develop a technology platform that facilitates the circular movement of a reusable container asset pool. Working closely with brewers and taprooms, the company aims to identify a suitable reusable container for beer, ensuring it can seamlessly integrate into an integrated and user-friendly system. Drawing from their experience with coffee cup return schemes, Again Again acknowledges the hurdles faced by consumers, such as the reluctance to download apps or use scan stations. As a result, the company plans to invest in technology development to streamline the process, eliminating the doubling of tasks at the counter.
Streamlining the Process
The allocated budget for the beer project primarily focuses on developing technology that simplifies the return process. The vision is to create a fully integrated system that seamlessly works with point-of-sale (POS) systems. Customers can order their beer in a returnable bottle at the counter, which will be added to their account through a digital card scan. The deposit can be redeemed upon returning the container. What sets this system apart is its potential for expansion to accommodate any reusable container, providing a versatile solution for the hospitality industry.
The Project Phases
The reusable beer flagon project comprises several phases. Firstly, Again Again is collaborating with industry stakeholders to identify the most desirable container format. Subsequently, a life cycle assessment (LCA) will be conducted to ensure the chosen container option is environmentally superior. The next phase involves deploying the containers and establishing the necessary network infrastructure. Again Again plans to subsidize the provision of reusable flagons to vendors in the early stages, encouraging their participation. Finally, a comprehensive behavior change campaign will be launched for a year to raise awareness and promote the benefits of reusable packaging.
Targeting the Beer Market
Again Again’s decision to target the beer market stems from taprooms’ existing presence and industry players’ willingness to explore new concepts. The established relationships with breweries like Garage Project and the industry’s openness to change provide a solid foundation for introducing reusable packaging solutions.
The Future of Reusable Packaging
Nada Piatek believes that reusable packaging has the potential to become the gold standard in the industry. Organizations like Upstream in the United States and the European Union Parliament have set ambitious targets for adopting reusable containers, indicating a growing global trend. Again Again’s technology aims to seamlessly facilitate this transition, allowing consumers to adopt reusable packaging without extensive planning or inconvenience. The company envisions a future where consumers can purchase products packaged in reusable containers and effortlessly transfer the responsibility of the packaging to their Again Again account. This innovative approach holds promise for reducing waste and driving sustainability.
Pivoting into Technology
The opportunities presented during the pandemic catalyzed the company’s technological pivot. Again Again identified an untapped market segment without deposit return systems and developed a minimum viable product (MVP). The encouraging usage rates revealed a strong desire among certain individuals to actively participate in reuse initiatives. Furthermore, the commercial viability and revenue potential of the technology were validated, affirming Again Again’s identity as a technology
Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
