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In response to the urgent need to protect the environment, regulatory changes and growing consumer interest in more responsible consumption patterns, an unprecedented coalition of 9 major players in the Wines & Spirits sector has been formed.
It brings together 7 companies - Campari France, Cordier, Giffard, Marie Brizard Wine and Spirits, Moët Hennessy, Pernod Ricard and Rémy Cointreau - as well as 2 off-trade distributors, France Boissons and Richard Vins et Spiritueux. Led by Circul'R and Eco in Pack, with financial support and guidance from the Citeo and Adelphe teams, this initiative aims to test the glass bottle reuse model in two distinct distribution channels.
For the supermarket operation, the coalition will draw on the 300+ outlets of Loop, a key player in the development of packaging reuse solutions, which will be responsible for operating the packaging return loop. For the out-of-home operation, the coalition will benefit from the expertise of distributors France Boissons and Richard Vins et Spiritueux.
A COALITION TO SUSTAINABLY TRANSFORM THE INDUSTRY
The coalition's objective is clear: to experiment with a collective, coordinated model for reusing glass bottles, with a view to rolling it out on a larger scale - for those companies that wish to do so.
An ambitious approach for a model that offers numerous benefits: environmental, with a significant reduction in CO₂ emissions and water consumption; regulatory, in a context where the AGEC law and European measures encourage the development of reuse; and societal, in response to consumers' growing appetite for more sustainable consumption patterns.
A CO-CONSTRUCTION LAUNCH
The coalition's first meeting was held on April 1, 2025. This inaugural day laid the foundations for the common approach: sharing experiences, identifying obstacles and levers, and finally, co-constructing priority areas of work in order to deploy a reuse system in supermarkets and hypermarkets. The two working groups of the coalition, one dedicated to experimentation in hypermarkets (Cafés, Hôtels, Restaurants) and the other to supermarkets (Grandes et Moyennes Surfaces), were set up .
Over the coming months, the coalition will be studying key themes such as the development of a suitable offer, economic modeling, logistics optimization, the creation of a seamless customer path and the acceptability of solutions to consumers. These are just some of the challenges to be met if we are to co-construct a model for reuse that is economically viable, ecologically efficient and attractive to consumers.
A pilot project to test the model in real-life conditions is planned.
TWO COMPLEMENTARY AREAS OF EXPERTISE TO LEAD THE COALITION
Circul'R brings to this initiative its expertise in facilitating multi-stakeholder coalitions, collective intelligence and the structuring of high-impact circular projects.
For its part, Eco in Pack is providing its operational know-how in the implementation of reuse systems adapted to the specificities of the Wines and Spirits sector, as well as a multi-format washing plant capable of processing up to 7 million bottles a year.
According to Sixtine Jourde-Roussel, Circul'R's Director of Coalitions, "Reuse is a must for players wishing to adopt an innovative approach to the transition to a circular economy. By initiating this coalition, we're enabling industry leaders to pool risks, achieve economies of scale and get an entire value chain on board in a constructive cooperative approach."
According to Martin Calmettes, co-founder of Eco in Pack, "since 2021, Eco in Pack has demonstrated the technical feasibility of reuse in the wine and spirits industry. But beyond technology, it's a collective mobilization that's needed to transform the industry's practices in depth. This coalition is a powerful catalyst to move the industry's lines and accelerate the adoption of reuse on a national scale."
Press contacts
Sara Bonnet - sara.bonnet@circul-r.com - 06 08 68 56 83
Céline Brendel - celine.brendel@ecoinpack.com - 06 11 74 54 04
