Kirin Group’s Lion Co division has launched a returnable crate-and-bottle project for New Zealand beer brand Steinlager in its home market.
The Four X and Speight’s brand owner has added digital trackers to crates so consumers can scan them at the tills to “borrow” the packs – a change that Lion has claimed “modernises” New Zealand’s current ‘Kiwi Swappa Crate’ system, which requires consumers to pay a refundable deposit. The scheme is being trialled at 48 Super Liquor stores across Auckland, on New Zealand’s North Island.
Lion has decreased the pack’s bottle size from 74.5cl in the ‘Kiwi Swappa Crate’ system to 33cl bottles, “to better suit modern drinking occasions and consumer preferences”. The company has also developed a stronger bottle, designed “to better withstand multiple reuse cycles”.
Sydney-headquartered Lion has estimated that the returns system could cut carbon emissions by 64% over Steinlager bottle’s lifecycle, compared with the group’s existing single-use cans and bottles.
“We’re collecting data, understanding behaviours and continuing to refine the experience,” a spokesperson said. “The long-term ambition is to understand how a system like this will work at scale across New Zealand.”
Last year, Kirin Group announced that Anubha Sahasrabuddhe would assume the position of CEO at Lion. She succeeded the now-CEO of Treasury Wine Estates, Sam Fischer.
