AB InBev’s Four Peaks Takes the Guesswork Out of Recycling

The Arizona Craft Brewer is revamping its sustainability messaging alongside its package design with the addition of CIRT’s digital, location-based recycling tool.

Consumers can scan the CIRT QR code on the back of all Four Peaks packaging to access local recycling information.
Consumers can scan the CIRT QR code on the back of all Four Peaks packaging to access local recycling information.
AB Inbev

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.

“We’re incredibly excited for this partnership, as it was perfect timing to include on the new look of our entire portfolio,” Trevor Needle, Four Peaks marketing director, says. “This partnership offers our consumers a way to easily determine exactly where and how to recycle our products, promoting and increasing recycling one can at a time.”

The CIRT tool was created with backing from the 100+ Accelerator program, which is funded by AB Inbev, as well as Unilever, Coca-Cola, and Colgate-Palmolive. Launched in 2018, the program supports startups as they implement sustainable solutions.

Four Peaks learned about the connection between CIRT and its parent company as it was searching for ways to encourage recycling of its products. “Through that connection, it was serendipitous timing as Four Peaks was refreshing packaging for our entire portfolio, so we were able to design the labels to accommodate the CIT QR codes throughout,” Needle explains.

How does the CIRT tool work?

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