LION pilots new sustainable Steinlager returnable format
Steinlager Returnables projected to cut overall carbon emissions by more than 60% compared to single-use cans or bottles.
What you need to know
LION has launched a returnable crate and bottle system for iconic New Zealand beer, Steinlager.
- Modernising the classic Kiwi Swappa Crate, the pilot uses digital tracing to make it easier than ever.
The project forms part of LION’s broader sustainability ambitions as a B Corp certified business.
LION is piloting a new returnable crate and bottle system for Steinlager. Available at 48 Super Liquor stores across Auckland, the pilot modernises the classic Kiwi Swappa Crate by removing the deposit and adding digital tracking to make the consumer experience of reusable bottles easier than ever.
While circular beer bottles and digital tracking exist separately, LION is the first in the world to successfully combine them. This integrated system makes the return process seamless, moving beyond traditional models to create a smarter way to reuse glass.
The system also introduces a smaller 330mL bottle format – a key differentiator from traditional 745mL swappa beer bottles – designed to better suit modern drinking occasions and consumer preferences.
LION says the Auckland pilot is intentionally being treated as a “test and learn” phase, designed to understand how consumers engage with the system in real-world conditions before considering broader expansion.
LION Strategy Director John Steiner said the pilot had been more than four years in the making, involving extensive consumer research, packaging development and technological innovation.
“We know Kiwis increasingly want sustainable options, but only if they’re genuinely easy to use,” says Steiner.
“To scale and modernise the traditional circular beer bottle model, we had to tackle several challenges. By digitising and simplifying borrowing and returns, removing the need to pay a deposit, and updating the format to 330mL bottles, we’ve completely reimagined the experience for consumers.”
John Steiner, Strategy Director at LION
Evaluated by Toitū Envirocare, at scale, the new returnable glass system has the potential to slash overall carbon emissions by 64% over its entire lifecycle, compared with LION’s existing single-use cans and bottles. This would offer people a genuinely sustainable choice with the same quality and convenience.
A ‘library-style’ system for beer
LION’s new returnables scheme works like a library system for beer. Instead of buying the crate and the bottles, you simply borrow and return it.
“It’s a simple check out system. You borrow the packaging, return it when you’re done. You buy the beer, not the bottles!” says Steiner.
Consumers register once in-store with their name and phone number, then use a unique barcode to check crates out and back in when finished. Digital tracking allows LION to keep tabs on the crates in circulation while keeping the experience fast and seamless at the checkout.
Four years of innovation behind the scenes
The project has been more than four years in development and forms part of LION’s broader sustainability ambitions and Force for Good strategy, already as a certified B Corp business.
LION partnered with Datacom to help develop the technology platform underpinning the pilot, following an intensive innovation sprint focused on creating a seamless consumer experience.
The initiative also required the development of entirely new packaging. LION has developed a purpose-built returnable bottle designed to better withstand multiple reuse cycles, alongside durable crates made from 100% recycled plastic.
A vision to scale
Early signs have been encouraging, with strong initial sales and positive customer feedback.
“We’re collecting data, understanding behaviours, and continuing to refine the experience. The long-term ambition is to understand how a system like this will work at scale across New Zealand,” says Steiner.
Steinlager was selected for the trial due to its broad consumer appeal and strong sustainability credentials, with Steinlager already certified Toitū Carbon Zero.
Test out Steinlager Returnables for yourself, or learn more information here: https://www.steinlager.com/returnables/
For more information, please contact:
Simone Rosentreter – LION Senior Corporate Affairs Manager
[email protected] +64 21 1374 137