More ways to less waste

Mr Bayer, what exactly are the responsibilities of the logistics network for reusable packaging?

We see ourselves as a central platform – a network – for the standardisation and reuse of various reusable containers and packaging. That means that we don’t manufacture any products or sell anything. Instead, we keep an eye on current developments and look for sustainable solutions. It’s important to spot trends and changes early on, so that when the market is ready, we already have the right solution in place.

How big is the organisation?

The L-MW is a very lean operation. As the manager, I work closely with our members to identify topics we want to focus on in the future and to develop sustainable solutions. We bring all the relevant stakeholders together. For specific issues, we invite additional experts, but the most valuable insights always come from the people directly affected. L-MW is a department within the the GS1 Austria standardisation body, which is a wholly owned subsidiary of the Austrian Federal Economic Chamber. We’re funded through membership fees to cover our events and other costs.

How do you identify important topics for the future?

Topics usually emerge from suggestions made by our members or from new legal regulations. One example: the legal quotas for reusable beverage packaging in Austria’s Waste Management Act, which have been in force since the beginning of 2024. At the moment, there’s a lot of discussion around the “Packaging and Packaging Waste Regulation” (PPWR). It raises many questions that affect all of us – directly or indirectly. That’s why we look across all industries. What is happening in the construction sector? What is going on in the timber industry? How will the catering industry cope if, in a few years, it is required to offer some of its meals in reusable packaging?

When you recognise potential problems, you have to act early.

Absolutely. With the PPWR, you might think that we still have plenty of time until 2027 or even 2029. But in the end, production and transport could be delayed due to supply chain problems and so on. Therefore, it’s important to carefully consider the right moment to get started. From the original idea to a fully developed and implemented solution, a project takes at least a year and a half, more often two to three years. The 0.33-litre reusable bottle that was introduced last year as a standard solution in the beer market didn’t just appear after a
couple of weeks, either!

How exactly do you proceed once you have defined a new task?

We set up dedicated working groups. Take the example of the 0.33-litre reusable beer bottle: in that case, there was a legal foundation, namely Austria’s legal quota for refillables. We brought together all the relevant stakeholders – including breweries, retailers, and the manufacturer of the refillable system. This working group then developed a standardised solution. It is also important that everything in the working groups complies with antitrust laws – so we make sure, for instance, that no unlawful agreements are made.

What is the secret of success?

Honestly, it’s that everyone comes together and actually talks to each other – and that every stakeholder is really listened to. That’s the only way to create a genuine exchange of ideas and experiences, where each side can see things from the other’s perspective. For example, a brewery can start to understand how the retail sector operates. We’ve already achieved this in many areas. The more diverse the group, the better the outcome. The jointly developed solution is then made available to the whole industry. And as I mentioned before, this approach only works well if we catch the trend early enough. If everyone already has their own bottle on the market, there’s no point trying to create a standard solution later on.

Which are the main projects you’re working on at present?

There’s quite a mix! At the moment, we are working intensively on developing 1-litre refillable bottles for water and nonalcoholic drinks. ‘Refillable 2 Go’ is another area we are really interested in. In Austria, more than 800,000 disposable coffee cups are used every single day. On average, each one is only in use for around ten minutes. We are working on reusable systems not just for beverage cups, but also takeaway packaging in the catering industry. Additionally, displays are a big topic for us. In Austrian retail, around three million disposable display units are used every year. They require a huge amount of cardboard and, of course, generate a lot of CO₂. That’s why we’ve set up a working group that’s looking into reusable display solutions, in collaboration with various suppliers.

Let’s go back to the 0.33-litre reusable beer bottle. How do you view this standard solution today?

A complete success – the bottle has become such a staple that it is hard to imagine the market without it. I am really pleased that we were able to develop this standard solution with Vetropack, the retail sector, and the breweries. Vetropack‘s lightweight glass technology was a real innovation, and the breweries quickly recognised the specific benefits it offered them. There were a few initial challenges, particularly with bottle recognition in reverse vending machines. But apart from that, as far as I’m aware, the introduction went very smoothly– I have only received positive feedback from the market. It is a result we can proudly present beyond
Austria’s borders.

Do you think there will also be a reusable standard bottle for wine in the foreseeable future?

The Austrian Institute for Applied Ecology and its subsidiary pulswerk GmbH are currently looking into that. But compared to beer, implementing a reusable system for wine is much more complex. It would require bringing together a large number of stakeholders. Also, wine is currently exempt from the legal quota for refillables, so there’s not enough market pressure yet to drive change. That means no concrete solution has been found so far.

How do you see reusable bottles developing in the future?

It’s actually quite difficult to predict. When I was at REWE, we did a survey on organic chicken – customers rated it very highly, but their actual purchases often told a different story. It’s a similar situation with reusability: how well will customers accept it? What extra costs are they willing to take on? The retail sector is constantly evolving, and developments are tough to forecast. Still, I think we’re likely to see growth in reusable systems – not just because of legal requirements, but because they simply make sense. They offer a clear advantage over recycling, where packaging is only used once.

Thank you for the interview, Mr Bayer!