RED Stripe recovered 86.8 per cent of the bottles it sold during the nine months ending September 30, a figure broadly in line with established deposit-return systems internationally, which average approximately 87 per cent.

However, some of Europe’s most mature programmes regularly achieve recovery rates above 90 per cent. While the recovery rate remains strong, Red Stripe is increasingly focused on how quickly bottles return to the system with a target recovery rate of 94 per cent.

Speaking on The Stripe Pod, Red Stripe Head of Corporate Affairs Dianne Ashton-Smith said Jamaica’s bottle-return culture creates an interesting dynamic. She noted that empty bottles have real monetary value, and many consumers choose to hold onto them until the proceeds are needed.

“One of the things we’ve learned over the years is that people don’t always see an empty bottle as waste. Many see it as something they can cash in when they need a little extra money. That’s a good thing because it means the bottle has value, but it also means it may stay out of circulation longer than we would like,” said Ashton-Smith.

Red Stripe pays $30 for every bottle returned and $840 for a full crate of 24 empties, including $120 for the crate itself.

According to AshtonSmith, returns often increase around back-to-school and at the beginning of the year partners have shared stories of bottle proceeds being used to purchase school supplies, provide lunch money and assist with utility bills.

“While the system delivers a financial benefit to consumers and supports Jamaica’s long-standing culture of bottle returns, the pace of returns has implications beyond bottle availability.

“We want bottles back while they’re still in the best possible condition. The longer they remain outside the system, the more likely they are to accumulate dirt and other contaminants, which can make the cleaning and sanitisation process more challenging when they eventually return to the brewery,” added Ashton-Smith.

Each returned bottle is sorted and inspected before suitable containers are washed, sanitised and refilled. Bottles that can no longer be reused are removed from circulation and recycled into new glass containers.

The collection network is integrated into Red Stripe’s distribution system, with Celebration Brands Limited, the company’s distribution partner, collecting empty bottles from wholesalers while delivering fresh stock.

Consumers can also return bottles through participating supermarkets and wholesalers or directly at the company’s exchange facility at 214 Spanish Town Road.

Red Stripe launched its RedCycling campaign in 2019, building on Jamaica’s long-established bottle-return culture and supporting the continued reuse of packaging across its operations.

Ashton-Smith pointed out that with recovery rates already comparable to many international deposit-return systems, the next opportunity lies in improving the speed of returns.

“A shorter turnaround time increases the availability of reusable bottles, reduces the need for replacement packaging and helps improve efficiency across the supply chain, ensuring the system continues to deliver value for both consumers and the business,” said Ashton-Smith.