Transforming old beverage crates into a new circular packaging solution

When Private Brewery Barre decided to modernise its beverage crates, the objective was about more than appearance alone. The brewery wanted a solution that would strengthen brand visibility, support operational continuity, and stay true to its commitment to circular packaging.

DW Reusables was asked to help transform the brewery’s existing crates into a new generation of reusable beverage packaging made from recycled materials.

Barre faced several challenges during the transition towards a new crate design.

The new crate needed to modernise the visual identity of the brewery while respecting its traditional heritage. At the same time, the replacement process had to happen without disrupting operations, ensuring the new crates would be available before the start of the new season.

In addition, the brewery planned to continue using its existing returnable bottles within the new crates, adding complexity to the supply chain and replacement planning.

With rising raw material prices and increasing economic pressure, the investment also needed to remain financially realistic.

With a new season approaching, timing was a critical factor. The brewery needed a modernised crate design that could be introduced quickly, without disrupting operations or delaying product availability.

To accelerate the project and optimise investment costs, DW Reusables chose to adapt an existing mould rather than develop a completely new one from scratch. This approach significantly reduced development time, allowing the new crates to be produced and delivered before the start of the season while keeping the investment financially efficient.

The crate design was updated in several ways to improve shelf visibility and strengthen the Barre brand identity. Enlarged side openings increased visibility of the bottle labels, while the traditional family crest was embossed into the corners of the crate to create a cleaner and more contemporary appearance.

The Barre logo was applied on all four sides using In-Mould Labelling (IML), ensuring durable and consistent branding throughout the crate’s lifespan.

At the same time, a phased replacement strategy was developed together with the brewery. Existing bottles were removed from the old crates, rinsed, refilled, labelled, and integrated into the new crates directly within the brewery’s operations, allowing the transition to happen efficiently and without major interruption.

The old crates were reground and reused as material for the new ones, supporting a closed-loop production process.

The new crates were successfully introduced before the start of the new season, ensuring continuity throughout the transition and allowing Barre to launch its refreshed packaging without operational disruption.

The updated design improved product recognition at point of sale, combining strong logo visibility with improved bottle presentation. At the same time, the reuse of existing materials significantly reduced environmental impact by keeping resources within a circular loop for as long as possible.

By combining recycled materials, reusable packaging, and operational continuity, the project demonstrates how circular packaging systems can support both sustainability and commercial objectives.

“DW Reusables’ sustainable solution met all our requirements,” said Christoph Barre, CEO of Barre. “With more than 180 years of experience and a strong commitment to quality, our region, and the protection of natural resources, it makes sense for us to continue investing in reusable packaging and material reuse.”

This project highlights how DW Reusables approaches circular packaging in practice.

Rather than replacing systems entirely, we look for ways to extend product life, optimise investments, and reuse existing materials wherever possible. By combining design adaptation, phased implementation, and material recycling within one integrated process, we help customers modernise their packaging systems without unnecessary waste or operational disruption.

The result is a reusable solution that strengthens both brand identity and long-term sustainability performance.

Private Brewery Barre was founded in 1842 near Lübbecke, Germany, and is currently led by the sixth generation of the Barre family. The brewery produces around 120,000 hectolitres annually and is recognised for its strong regional identity, product quality, and long-standing commitment to reusable beverage packaging.

We combine technical expertise, industry knowledge, and genuine collaboration to create reusable packaging solutions that perform in your operations today and evolve with your needs tomorrow.