Lion pilots new returnable format
Lion is piloting a new returnable crate and bottle system for Steinlager – describing it as a ‘library-style’ system for beer.
Currently available at 48 Super Liquor stores across Auckland, the pilot is a modern update on the classic Kiwi Swappa Crate as it removes the deposit and adds digital tracking.
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 checkout.
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.
As part of the pilot, Lion has developed a purpose-built returnable bottle designed to better withstand multiple reuse cycles, alongside durable crates made from 100% recycled plastic.
While circular beer bottles and digital tracking exist separately, Lion says it is the first in the world to successfully combine them. It says the integrated system makes the return process seamless, moving beyond traditional models to create a smarter way to reuse glass.
Lion says the Auckland pilot is 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,” he says.
“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.”
Evaluated by Toitū Envirocare, at scale, Lion says the new returnable glass system has the potential to slash overall carbon emissions by 64% over its entire lifecycle, compared with the company’s existing single-use cans and bottles.
The project forms part of Lion’s broader sustainability ambitions and Force for Good strategy, already as a certified B Corp business.
Steiner says that 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.”
Lion says that Steinlager was selected for the trial due to its broad consumer appeal and strong sustainability credentials, as it is already certified Toitū Carbon Zero.
