As the beverage industry grapples with decoupling growth from environmental impact amid global decarbonization efforts, aluminum has emerged as a key solution—thanks to its 70% global recycling rate and infinite recyclability without quality loss. At Climate Week NYC 2025, the sector set a bold target to boost global can-to-can recycling from 33% to 62%, a goal central to HEINEKEN’s sustainable packaging strategy as the brewing giant addresses packaging’s role as its largest Scope 3 carbon emission source.​

Launched in 2024, HEINEKEN’s circularity strategy focuses on three pillars: expanding reusable packaging, maximizing recycled content, and ensuring recyclability by design. The company aims to hit ambitious 2030 targets: 43% of volumes in reusable formats, 50% recycled content in bottles and cans, and 99% recyclable packaging. Alexander Cramwinckel, HEINEKEN’s Global Circularity Lead, emphasized aluminum’s critical role: “Its infinite recyclability makes it uniquely suited to the closed-loop systems we need to build, reimagining our entire value chain approach to packaging.”​

To reach the 50% recycled content goal for cans, HEINEKEN is partnering with suppliers to optimize can-to-can recycling systems, prioritizing high-quality segregated can streams and advocating for extended producer responsibility legislation that supports true closed-loop recycling over downcycling. Consumer participation remains pivotal, with Kantar’s 2025 data highlighting psychological and practical barriers to recycling—challenges HEINEKEN is tackling by simplifying returns, drawing inspiration from deposit return systems in Denmark (93% 2024 return rate) and Romania (78% rate, up from 35% in two years) that drive consistent participation.​

Technological innovation is another cornerstone of HEINEKEN’s strategy, with investments in advanced sorting technologies like Laser-Induced Breakdown Spectroscopy and AI-powered systems to precisely separate aluminum alloys, unlocking recyclable material even from unsorted municipal waste. “Technology investment is fundamental to hitting industry recycling targets,” Cramwinckel noted, adding that recycled aluminum cuts energy use by 95% vs. primary production, delivering economic and environmental benefits.​

HEINEKEN’s vision focuses on transforming beverage packaging through a holistic circular approach, with aluminum at its core. “The future of sustainable beverage packaging is circular, and aluminum cans can lead the way,” Cramwinckel said. “Through tech investments, supportive policies, and consumer-centric systems, we can build the closed-loop infrastructure that defines the industry’s net-zero future.”