Successful Reuse Schemes in Other Countries

At Revino, we believe the wine industry and the broader beverage world has a tremendous opportunity to shift from wasteful, single-use packaging to something better: reusable glass bottles (RGBs). While the U.S. is just beginning to embrace RGBs programs, many countries have already built thriving systems that blend convenience, sustainability, and community. There is a lot to learn from the inspiring reuse programs around the world. From Canada to South America, successful reuse models prove that circular systems can thrive when infrastructure, consumer habits, and policies align.

Canada: Where Bottle Return is Second Nature

Canada has long embraced refillable systems, especially when it comes to beverages. Prince Edward Island was one of the earliest adopters, banning non-refillable soft drink containers back in the 1970s. Meanwhile, Ontario’s Beer Store has set a high bar for reuse with an impressive 97% return rate on refillable beer bottles. These bottles can be reused 15 times or more before being recycled, resulting in major savings on energy, raw materials, and emissions. This success is largely due to a streamlined deposit-return system and a robust collection infrastructure. This success isn’t just about convenience but it’s about a culture that values participation and understands the collective power of small actions.

More recently, innovators like Circulr in Toronto are taking reuse a step further. The startup partners with food and beverage brands to create a closed-loop system where glass containers (including wine bottles) are collected, professionally washed, and returned to shelves. Circulr is working directly with us at Revino to program their reverse vending machines (RVMs) to recognize our standardized bottle mold. This means the machines can identify a Revino bottle and either reject it if it’s headed for crushing, or sort it separately using a “soft-drop” mechanism.

This kind of local circular economy not only reduces packaging waste but also opens the door for scalable, community-driven solutions. Canada's commitment to reuse continues to evolve, proving that modern systems can build on decades of tried-and-true practices. Canada shows that when bottle reuse becomes embedded in everyday life and systems are designed to be easy for consumers and retailers, it’s incredibly effective.

France: Policy-Driven Change

In France, national legislation like the AGEC and Climate Resilience Laws, has committed to increasing reused packaging to 10% by 2027. These policies aim to reduce plastic use by 20%, with half of that reduction coming from reuse. Glass is particularly well-suited for reuse in France due to its durability and familiarity. It's the most commonly reused material in restaurants, hotels, and homes. Companies like Uzaje, a French start-up focused on reuse are working to expand RGB systems beyond traditional tableware. Uzaje provides cleaning and logistics solutions for glass containers, supporting supermarkets and food producers in making the switch from single-use to reusable packaging.

France is also testing hybrid models where reuse and recycling can coexist. For example, consumers may use RGBs for local, planned purchases (like supermarket wine or beer), while still relying on recycling for spontaneous, on-the-go consumption. What’s important here is that the consumer understands the life of the bottle, whether it’s going to be reused or recycled and makes informed decisions accordingly. It is integral that consumers change their habits to align with policy implementations. The successful implementation of RGBs in France is a combination of consumer engagement and policy changes.

Brazil: Scaling Reuse Across a Continent

With a population of over 200 million and a landmass nearly the size of Europe, Brazil is proving that reuse works at a large scale and more importantly, glass bottles are key to making it happen. At Cia Muller, one of the country's largest beverage companies, 65% of the entire product portfolio is sold in returnable packaging. Their most well-known brand, Cachaça 51, distributes 10 million reusable glass bottles every month, serviced through a network of 1,100 regional distributors and 20 bottlers. Cia Muller owns the bottles and only invoices the liquid, allowing empty bottles to be picked up, washed, and refilled in a closed-loop system that’s both economically and environmentally efficient.

Meanwhile, Coca-Cola Brazil has committed to scaling reuse on a national level. In 2018, they invested $25 million in the design of new reusable PET bottles and $400 million to expand cleaning and refilling infrastructure. Their universal returnable glass bottle model (standardized across multiple brands) allows containers to be collected anywhere, refilled locally, and returned to market more quickly and efficiently. These bottles can be reused up to 50 times, and customers receive up to 25% discounts for returning them, driving even greater participation. Brazil has reshaped how supply chains operate, proving that RGBs can be profitable, scalable, and appealing to consumers.

Learning from the Leaders

What do these reuse programs in other countries teach us? First, infrastructure matters and reusable bottle programs need collection, cleaning, and redistribution systems that are easy to use and cost-effective. When these structures are built with the consumer in mind, they encourage participation, positive habits, and community involvement. Second, policy is powerful. Legislation like bottle bills, standardized bottle requirements, and refill incentives can fast-track reuse and make it more appealing to both businesses and consumers. And finally, glass is a natural fit. It’s durable, impermeable, infinitely recyclable, and already familiar to most people, which makes it an ideal material to build our reuse future around.

At Revino, we’re inspired by the global momentum behind reusable glass and we are committed to bringing similar innovation to the U.S. wine industry. As we grow, we continue learning from successful systems around the world and adapting those principles to fit our local context. We can’t do this alone, we need your help! If you are ready to learn more about how you can implement RGBs today, contact us here and we will walk you through how you can join the #ReuseRevolution. Switch to reusables today! The more we reuse, the less we waste and that’s a future worth raising a glass to.

Websites sourced: 

https://www.bottlebill.org/index.php/current-and-proposed-laws/canada/ontario 

https://circulr.ca/

https://circularregions.org/initiatives/circulr/

https://www.czapp.com/analyst-insights/rpet-trends-will-refillable-bottles-go-mainstream/

https://ilsr.org/articles/2452-2/

https://just-zero.org/our-stories/from-my-experience/europe-is-ahead-of-us-on-reuse/

https://www.triplepundit.com/story/2023/refillables-packaging-return-refill/788496

https://www.verallia.com/re-use/en/publication/contents/templates/VERALLIA_WHITE-BOOK_EN.pdf