Will reusable packaging return? Craig says:“ Consumer behaviour can shift quickly when there’ s a clear sustainability benefit, and we’ ve seen strong public engagement with reuse in different markets. We used to have bottles that were reused and this model exists in some of our markets today. In the UK you used to buy drinks and return the bottle, and your bottle would be reused. We’ ve probably seen it with some soft drinks historically, where you would get a bottle and you could see that it’ d been reused, it was scuffed on the collar.”
Beverage packaging began with clay, earthenware and amphorae before mass production of glass bottles began in the Industrial Revolution. The first canned beverage was introduced in 1935 and commercial plastic beverage bottles began production in 1947. The widespread adoption of disposable bottles was driven, in part, by factors like lower costs and lighter weight.
“ People’ s perceptions changed and decided maybe they don’ t want scuffed bottles, they want something that’ s new. So they go to the supermarket and buy a new product and a new bottle,” Craig explains.“ People wonder
76 November 2025