Johann Barre founded the Ernst Barre Private Brewery near Lübbecke in 1842. With Christoph Barre, the brewery is led by the sixth generation and now counts 92 employees and additionally two horses. Barre Bräu produces around 120,000 hl per year, has a reputation for quality, and successfully operates in its niche market. Following the key principles of a circular economy, Barre contacted DW Reusables regarding regrinding its crates to make new ones matching the brand’s visual identity. The transition was completed without disruption to shipments.
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The challenge for Ernst Barre
When private brewery Barre decided to replace their existing crates with a new modern crate, they faced several challenges. The goal was to prepare the brand visibility of Barre for the future: the crate had a modern look, but at the same time, the design underscored the brewery’s traditional roots.
The old crates had to be phased out without significant interruption so the new crates would be ready for the new season. Additionally, Barre reused the returnable bottles for the new crates, causing an extra challenge for the supply chain. Finally, the investment had to meet the budget because material prices went up due to the economic crisis.
DW Reusables’ approach to transitioning Barre’s reusable crates
To meet the new brand identity, DW Reusables’ in-house design department adapted the existing mold, with minimal investment. The crate design was modified in two ways. First, the openings at the sides were enlarged to make the brand identity on the bottles more visible. Secondly, the family crest was removed from the label and embossed across the corners of the crate to give the crate a modern look.
The Barre logo was applied on the 4 sides with IML (in-mould labelling). To ensure availability of the crates, Barre and DW Reusables set up a detailed phased planning for the replacement. The existing bottles were taken out of the old crates, rinsed, filled, labelled, and placed in the new crates in the brewery.
The result of the reusable packaging conversion project
The crates were available in time. The new look perfectly matched the visual identity of the brand. The large logo combined with openings at the side allows the customer to immediately recognize the desired product, increasing sales significantly. Furthermore, the sustainable solution has a minimum impact on the environment, because materials were maintained in a closed loop, effectively decoupling from raw material consumption.
“DW Reusables’ sustainable solution met all our requirements,” stated Christoph Barre, CEO of Barre. “With more than 180 years Of experience and uncompromising commitment to quality, our region, its people, and the protection of natural resources, It makes sense to only use reusable packaging for our beer and reusing the materials for as long as possible.”
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