AB InBev aids recycling and celebrates fallen and disabled heroes using on-pack QR codes

Merging opportunities in package design and sustainability have resulted in what Arizona AB InBev brewer Four Peaks Brewing believes is an USA beverage industry-first. As well as  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 North American 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, explained. “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. The CIRT tool on Four Peaks’ new packaging allows consumers to access local recycling instructions, from wherever they may be, by scanning a QR code on all of Four Peaks’ metal cans, glass bottles, and secondary packaging on cartons or cases.

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.

Meanwhile during the summer the company’s Budweiser brand and its wholesaler partners are once again joining forces with the nonprofit organization, Folds of Honor which provides life-changing educational scholarships to the families of fallen or disabled USA service members and first responders – to release limited-edition Budweiser patriotic packaging. 

The company has unveiled new, limited-edition cans, available in time for the recent Memorial Day Weekend. The cans and aluminium bottles will feature patriotic branding and an interactive QR code, so consumers can learn more about Folds of Honor. Over the last 14 years, Anheuser-Busch and its  partners have donated $28 million, to fund over 5,000 scholarships for Folds of Honor recipients.

In celebration of the work Folds of Honor has achieved to date and to mark its partnership with Anheuser-Busch, the beer brand and the iconic Budweiser Clydesdale horses will be traveling to communities across the country, amplifying the mission of the organisation.

"For over a decade, Anheuser-Busch has significantly advanced Folds of Honor's mission of providing  educational scholarships to military and first responders’ families,” said Folds of Honor founder and CEO, Lt Col Dan Rooney . “Their steadfast support has been instrumental in driving tangible change, evident in a 63% surge in scholarship applications in 2023 alone. We’re thankful that Budweiser is once again taking its support on the road with the national Clydesdale tour to celebrate those who have served and their families and empower consumers to contribute to our cause as well."

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