HEINEKEN joins global effort to scale reuse in drinks packaging

HEINEKEN has joined the Ellen MacArthur Foundation’s Network as a Partner, with a focus on accelerating the widespread adoption of reusable packaging solutions across the beverage industry.

The collaboration aligns with HEINEKEN’s circularity objectives, which place packaging reuse at the centre of its sustainability efforts. As part of its 'Brew a Better World' strategy, the company is working to increase the proportion of its products sold in reusable packaging formats. This approach aims to reduce reliance on new materials, cut waste, and lower carbon emissions, while also contributing to a more sustainable and economically viable business model.

The Ellen MacArthur Foundation advocates for a transition to a circular economy and has identified packaging reuse as a key opportunity to reduce waste and decrease the use of virgin materials. According to the Foundation’s latest Global Commitment 2024 Progress Report, 64% of signatories – comprising major brands, retailers, and packaging suppliers – have launched reuse pilots, signalling growing momentum in the industry.

Joanna Price, Chief Corporate Affairs Officer, HEINEKEN, said: As a leading global brewer, we recognize that industry collaboration is vital in creating a systemic shift towards scaling reuse. Partnering with the Ellen MacArthur Foundation is crucial due to their convening power, bringing together industry leaders, governments, and NGOs to foster impactful change. By sharing our expertise in reusable packaging, we aim to drive adoption at scale and contribute significantly to a circular economy.

By partnering with the Ellen MacArthur Foundation, HEINEKEN will engage in collaborative initiatives aimed at overcoming barriers to reuse and helping to scale circular packaging practices worldwide. The partnership is expected to support cross-industry efforts to tackle global packaging waste and promote more sustainable packaging models.