Sustainability continues to be an important consideration for marketers, but it doesn't stop with recycling.

Products made with recyclable materials are not necessarily the final frontier in sustainability. Circularity takes it a big step further, keeping everything in an ongoing loop with products that are reused and materials that are recycled, avoiding a landfill forever.

Forever is a long time, but there is a material that can meet the task: steel. “Steel is the best material for reusability because it’s infinitely recyclable,” says Liz Haesler, global chief merchandising officer at supplier PCNA. There are abundant options for stainless steel tumblers that people want to keep.

Now, large-scale event venues are beginning to see the feasibility and practicality of programs that incorporate reusable drinkware into their offerings, creating a potential trickle-down effect that not only has immediate sustainability benefits, but also normalizes the expectation that beverages come in reusable containers. More and more people are beginning to recognize that throwing away empty cups is shamefully wasteful.

Pepsi partnered with the Champions League Finals to offer reusable containers for the soccer matches.

Coca-Cola ran a pilot program in Los Angeles’ Crypto.com Arena with reusable cups, reporting a 98% return rate for using those cups. That's a remarkable success.

The NBA’s Portland Trailblazers ran a similar program in the suite level seats that broadened to its 25,000-seat arena. Reusable drinkware – steel and otherwise – has enormous potential for branding, as it can either reach multiple end users or remain with one end user over extended periods of time and through multiple uses.

With the World Cup approaching in 2026, discussions are being held about a potential reuse program for drinkware would set a new standard for venue operations.

As this trend continues to grow, perhaps it can fit into your plans. Call APTCO to get a start on your marketing.