Deposit Increase on Reusable Beer Bottles: A Historic Change in Austria.

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Deposit Increase on Reusable Beer Bottles A Historic Change in Austria.
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Austria is set to implement a significant change in its beverage industry with an increase in the deposit on reusable beer bottles. Starting February 2, 2025, the deposit on 0.5-liter beer bottles will rise from 9 cents to 20 cents, marking the first change in over 40 years. This adjustment coincides with the recent introduction of deposits on disposable PET bottles and cans, aiming to promote sustainability.

Opportunity for Savvy Shoppers

Beer enthusiasts have a unique opportunity to double their investment by purchasing and returning bottles before the deposit increase takes effect. For example, buying ten crates of beer now can result in a 22-euro return, a value exceeding the cost of a single crate of Märzen beer currently on sale for around 15 euros at retailers like Billa and Spar.

Despite this, a survey conducted by Kleine Zeitung indicates no significant surge in beer sales. Retailers, including Hofer, MPreis, and Adeg, report steady sales, attributing any fluctuations to ongoing promotional campaigns rather than the deposit increase.

Industry and Retailers’ Perspectives

The Austrian Breweries Association and major retailers are prepared for the transition. Peter Gschiel, sales director for Billa Styria, emphasizes the environmental benefits, noting that glass bottles can be recycled up to 40 times, reducing waste and promoting sustainability.

Retailers like Lidl and the Rewe Group have implemented measures to manage stockpiling, setting limits on household quantities. For instance, Lidl restricts purchases to four crates per household, while Rewe allows up to ten units. Despite these measures, no panic buying or significant stockpiling has been observed.

Impact on Breweries and Logistics

Breweries have invested heavily in preparing for the deposit increase. Brau Union Austria has accounted for potential bottle shortages, ensuring uninterrupted supply chains. The Austrian Breweries Association estimates the cost of the transition at 10 to 12 million euros, which will be distributed based on market share. This investment is expected to pay off within seven years.

Oliver Plieschnig, regional sales manager at Brau Union, reassures consumers, stating, “We continue to assume full delivery capacity despite the changes in consumer behavior.”

Sustainability and Consumer Behavior

The deposit increase aligns with Austria’s broader environmental goals, encouraging the reuse of containers and reducing waste. While the immediate impact on consumer behavior remains uncertain, the long-term benefits for sustainability are clear.

As the February 2 deadline approaches, retailers and breweries remain optimistic about a smooth transition, with no anticipated shortages or logistical challenges.

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