Lately we've been working on something that we're genuinely excited about. It's called Project Re-In-Can-Ation, and it's our attempt to do something meaningful about the aluminium recycling situation in Australia.
By joining forces with our supply team we have created a can that is 20% higher in recycled aluminium content than our old can while also reducing our carbon emissions by a significant 53%.
A Reality Check
How did we get here? Well, here’s a statistic that caught our attention: only 64% of aluminium cans in Australia are actually getting recycled. This means for every three cans that goes out our brewery doors, one ends up in landfill, on our beaches or buried in the bush somewhere it shouldn't be.
When this sunk in, we knew we wanted to be part of the solution. We know that creating a higher recycled level can does not solve the issue of low recycling rates, but it does highlight what is possible and what we are capable of as businesses and individuals when we join forces.
What We're Trying to Do
We've teamed up with our supply chain partners to create cans with higher recycled aluminium content and lower levels of carbon primary aluminium.
The name Project Re-In-Can-Ation is our way of acknowledging that aluminium cans are infinitely recyclable, which is pretty remarkable when you think about it.
The technology and systems are there, we just need more cans in circulation to make it common practice.
Over the next 18 months, we're planning to produce 15 million of these cans, which compared to our 2023 cans, helps reduce our carbon emissions by around 1,235 tonnes.
In the grand scheme of things, this is a drop in the ocean but it’s not a bad start.
Why This Matters to Us
At Stone & Wood, we've always tried to use business as a force for good. We were fortunate to become the first Australian brewery to achieve B-Corp certification, and our breweries are certified carbon neutral by Climate Active. We also know there's always more work to be done.
Packaging contributes significantly to the environmental impact of our products. While aluminium is infinitely recyclable and can be collected through kerbside programs and container deposit schemes, the current recycling rates show us there's real opportunity for improvement from all sides.
The Two-Pronged Approach
Creating a more sustainable can isn't just about one thing – it's about deconstructing the problem from multiple angles, which is something that requires collaboration.
On one hand we’re increased the recycled aluminium content of our cans (because recycled aluminium typically produces way fewer carbon emissions than virgin material), AND we’re also using low-carbon primary aluminium for the bits that still need virgin material. Our supply chain partners have truly paved the way for this project to come to fruition and we feel grateful for their support and dedication to better practices.
Novelis manufactured aluminium coils in South Korea with the increased proportion of recycled aluminium content. This included pre-and post-consumer recycled content. These aluminium coils also used a portion of primary (virgin) aluminium.
Novelis also worked with their supplier, Rio Tinto, to secure supply of low-carbon primary aluminium which was made at Rio Tinto’s Bell Bay Aluminium smelter in Tasmania.
Our can manufacturer, Visy, made our cans locally at their site in Yatala, QLD, and then sent to our brewery for filling. Visy also supports the circular economy of aluminium by collecting and providing used beverage cans and scrap aluminium to Novelis for recycling.
The heart of the project is simple: every empty aluminium can presents an opportunity. Re-In-Can-Ation is about bringing sustainability into focus while supporting Stone & Wood’s commitment to a greener future for brewing.
This collaborative approach has allowed us to produce a can that:
- is estimated to generate 59% lower carbon emissions compared to our previous 375ml cans
- contains on average 83% recycled aluminium
- uses low carbon primary (virgin) aluminium sourced from Rio Tinto’s Bell Bay Aluminium smelter
How You Can Help
The big issue in increasing recycling rates is making sure that more cans remain in circulation. This is where everyone can play a part and sometimes going out of our way can make a huge difference.
- Keep recycling – always make sure to put that empty can in the recycling bin or take it to your local Container Deposit Scheme point.
- Take small actions – picking up litter when you see it, using your Container Deposit Scheme refunds to support local community groups or charities. Keep an eye out for lost cans on the beach next time you paddle out for a surf, or pick up that rusty can you keep running past on your morning trot.
- Engage with your community – let your local council know if you'd like better access to recycling in public spaces or more education about proper disposal.
- Share the message – conversations about recycling with friends and family can make a real difference.
Looking Forward With A Can-Do Attitude
We recognise that this project is just one small part of what needs to be a much bigger effort. Governments, companies, and individuals all have roles to play in improving education, access to recycling, and awareness about proper disposal.
The fact that only two-thirds of our aluminium cans currently get recycled shows there's work to do. We hope initiatives like Re-In-Can-Ation can highlight what is possible when we work together and contribute to conversations about creating a circular economy that works better for everyone.
A Simple Ask
Next time you finish a Stone & Wood, we'd be grateful if you could make sure that can makes it to the recycling bin. It's a small action, but when lots of people do it, it adds up to something meaningful.
We believe in the potential of aluminium recycling, and we appreciate everyone who takes the time to recycle properly. Together, we can help more cans have that eternal life.
Interested in learning more about our recycling initiative? You can find additional details and links about the Re-In-Can-Ation project on our website.
