en.Wedoany.com Reported - With only days remaining before the full implementation of key provisions under the EU's Packaging and Packaging Waste Regulation (PPWR, Regulation (EU) 2025/40), global packaging company Amcor has released a dedicated guide for beverage brands, systematically interpreting the regulation's reuse and recycling targets while proposing corresponding technical routes and implementation pathways.
Under PPWR, the relevant requirements will be phased in starting August 2026. For the beverage industry, the changes are concentrated in two areas. First, reuse quotas: by 2030, at least 10% of alcoholic and non-alcoholic beverages must be offered in reusable sales packaging; end distributors of takeaway beverages must provide consumers with reusable packaging options and clearly inform them in-store. Second, recyclability and recycled content targets: all packaging must meet recyclable design standards by 2030; starting in 2030, plastic packaging in contact with food must contain a minimum of 10% to 30% post-consumer recycled (PCR) material, depending on the packaging type.
Based on this framework, Amcor's guide proposes a shift from "passive compliance" to "proactive value creation." At the material level, the guide highlights mono-material and high-performance paper-based solutions. The AmPrima® series, made from mono PE or PP materials, has already helped several coffee brands transition to recyclable packaging while maintaining freshness performance; the AmSky™ blister system eliminates PVC and aluminum and can be processed in existing polyolefin recycling streams, making it suitable for nutraceutical packaging; AmFiber™ high-performance paper offers a high-barrier option that can be recycled in paper recycling streams.
Addressing reuse targets, Amcor guides brands to explore standardized containers and circular logistics systems—that is, redesigning the full lifecycle model of packaging from filling, distribution, collection, and washing to reuse, which is more complex than simple mono-material substitution.
PPWR compliance requirements are now extending to supply chains beyond the EU. For China's beverage packaging industry, the ability to provide compliant packaging design, certification, and scalable production capacity for the EU market will directly determine whether companies can capture structural growth opportunities. Amcor's "one-stop" innovation platform integrates materials R&D with recyclability design, and its model is seen as one way to navigate regulatory complexity. Domestic companies' explorations in areas such as reusable cup systems and intelligent packaging traceability are expected to yield replicable solutions in the future.
