Case study
A coalition to bring back the deposit return scheme in the wines and spirits sector
Summary
A coalition of 8 manufacturers and 3 retailers brought together to explore and test the reuse of "iconic" glass bottles. A two-year pilot project.
Challenge
Develop and test the operating model for the reuse loop (reverse logistics, sorting, washing), quickly engage partners, retailers, the hospitality sector and consumers, and define the business model and profitability conditions for a reuse loop of bespoke glass bottles.
Details
From analysis to field deployment.
Challenge
Eight manufacturers in the sector and three retailers wanted to explore together the challenges of reusing non-standardised glass bottles, a value chain issue that goes beyond any single company.
Solution
- Scoping of 5 key workstreams (defining the offer, pilot and return locations, organising operations and logistics, choosing technical solutions and running washing tests, designing the consumer experience).
- Fortnightly working group meetings to roll out the one-year pilot project.
- Identification of external partners to set up the tests.
Results
Companies brought together
11
Distribution channels mobilised in the pilot
2
Outlets mobilised
+300
Deliverables:
- A reuse pilot across 2 distribution channels, mobilising several hundred outlets in grocery retail and hospitality.
- R&D washing tests demonstrating that even non-standardised bottles can be reused.
- A model for each distribution channel targeting break-even.
- An LCA comparing the environmental performance of reuse against single use in the hospitality channel.
Testimonial
The Wines and Spirits Coalition allows us to make tangible progress on reuse. Circul'R brings us three essential things: the expertise to guide the shift of our models towards the circular economy, the pragmatism to turn our ambitions into concrete action, and the collaboration to build genuine collective momentum between brands.
FAQ
What you need to know about us.
What is Circul'R?
Circul'R is a consulting firm specializing in the circular economy. Since 2016, we have supported over 150 large companies and public entities through consulting projects, sector coalitions, training programs, and the Circul'R Club.
How does Circul'R differ from a generalist CSR consulting firm?
Unlike a generalist CSR firm, Circul'R has specialized exclusively in the circular economy since 2016. This cross-functional expertise—covering supply chains, regulations (AGEC, EPR, ESPR), and business models—allows us to turn circularity into a measurable competitive advantage, including impact reduction, resource security, compliance, and new growth drivers.
Who is Circul'R for?
Circul'R advises large private companies—including many CAC 40 and SBF 120 groups—on strategic decisions across all sectors. We also support organizations that implement public circular economy policies, such as eco-organizations, agencies, donors, and local authorities.
What services does Circul'R offer?
Circul'R offers four complementary services: bespoke consulting to structure your circular strategy, sector-specific coalitions to solve shared business challenges, training programs to build circular economy skills, and the Circul'R Club, a network for companies committed to the circular transition.
What is Circul'R's expertise regarding circular economy regulations (EPR, AGEC, CSRD)?
Circul'R guides clients through the entire French and European regulatory framework for the circular economy, including the AGEC law, EPR schemes, and CSRD, as well as recent European legislation like the PPWR, ESPR, and CRMA. We translate these obligations into operational roadmaps, turning compliance requirements into strategic advantages.
What is the process for a consulting project with Circul'R?
A project begins with a diagnostic of your circular challenges, covering areas like supply, eco-design, business models, and regulations. Circul'R then builds a prioritized, quantified roadmap and supports the operational deployment of selected actions, right through to impact measurement and continuous trajectory adjustment.
How do you measure the results of your projects?
We define tailored circularity indicators upfront—such as materials saved, reuse rates, footprint reduction, and value generated—and track their progress throughout the project to ensure concrete business and environmental results.
Do you work only in France or internationally as well?
Based in Paris, Circul'R operates primarily in France and Europe. Internationally, we support cooperation projects, including sharing French expertise on EPR (Extended Producer Responsibility) and assisting donors with their circular transition programs in emerging countries, leveraging a network of operational partners and sector experts.
How do I get started with Circul'R?
Contact the team via our website: Circul'R will analyze your challenges and propose the right solution—whether through consulting, joining a coalition, taking a training course, or becoming a Club member—to accelerate your transition to a circular economy.