What’s new: Colliding opportunities in package design and sustainability have resulted in what Arizona AB InBev brewer Four Peaks Brewing calls a U.S. beverage industry-first.
Alongside a portfolio-wide packaging refresh, the Anheuser Busch craft partner announced in April a partnership with CIRT Inc. (Can I Recycle This?), making it the first U.S. beverage company to include CIRT’s digital, location-based recycling tool on its entire packaging portfolio, Anheuser Busch says.
How does the CIRT tool work?
The CIRT tool on Four Peaks’ new packaging allows consumers to access local recycling instructions from wherever they may be by scanning a QR code on all of Four Peaks’ metal cans, glass bottles, and secondary packaging in cartons or cases.
By including this QR code on its entire portfolio, Four Peaks can provide local recycling information to over 21 million people across its market regions.
The brewer hopes to divert 3.5 million lbs. of material from landfills and offset over 5.1 million lbs. of CO2e[quivalent] emissions through the increased accessibility of recycling instructions.
Four Peaks is the second AB InBev craft brewer to partner with CIRT, after Wicked Weed Brewing in 2021, but it is the first to include the QR codes on its entire portfolio of 27 active beer brands and over 85 SKUs.