AFTER-LIFE COMMUNICATION PLAN 31st DECEMBER 2020 Document identifier: D.E2.1 Version: 1.0 Author: PRUAB Dissemination status: Non confidential

DELIVERABLE REPORT

LIFE 15 ENV/ES/000437 has received funding from the LIFE Programme rewine.cat D.E2.1- After-LIFE Communication Plan

Grant Agreement nº: LIFE15 ENV/ES/000437

Project acronym: reWINE

Project title: in southern Europe wine sector

Funding Scheme: LIFE Environment and Resource Efficiency

Project Duration: 2016/09/01 – 2020/12/31

Coordinator: Fundació Parc de Recerca UAB

Associated Beneficiaries: Agrícola Falset Marçà I S.C (AFALMA) Agencia de Residus de Catalunya (ARC) Fundació Privada Catalana de Prevenció de Residus i el Consum Responsable (REZERO) Inèdit Innovació SL (INEDIT) Instalaciones de Gas del mediterráneo, TODOGAS S.L. (INFINITY) Miguel Torres S.A. (TORRES)

2 Project no. LIFE15 ENV/ES/000437

reWINE Glass bottles reuse in southern Europe wine sector

LIFE Environment and Resource Efficiency project application

Start date of project: 01/09/2016 Duration: 52 months

History Chart Issue Date Changed Cause of Implemented by page(s) change 0 19/11/20 - Draft PRUAB 1.0 22/12/20 ALL Version 1.0 PRUAB

Validation No. Action Beneficiary Date 1 Prepared PRUAB 19/11/2020 2 Approved ALL 30/12/2020 3 Released PRUAB 31/12/2020

Disclaimer: The information in this document is subject to change without notice. Company or product names mentioned in this document may be trademarks or registered trademarks of their respective companies. All rights reserved.

The document is proprietary of the LIFE reWINE consortium members. No copying or distributing, in any form or by any means, is allowed without the prior written agreement of the owner of the property rights.

This document reflects only the authors’ view. The European Community is not liable for any use that may be made of the information contained herein.

3 Table of Contents

1. Introduction...... 5 1.1. Project objectives ...... 5 1.2. Main outputs ...... 5 2. Impact of the project...... 6 2.1. Relevance to European legislation...... 6 2.2. Social impact ...... 8 3. Communication strategy ...... 10 3.1. Objectives ...... 10 3.2. Target Groups ...... 10 3.3. Messages ...... 11 3.4. Main actions ...... 11 4. Transfer strategy ...... 14 4.1. Transfer to other geographical areas ...... 14 4.2. Transfer to other sectors ...... 15 4.3. Consultancy to wineries ...... 16 5. Timetable, responsible and budget ...... 18

4 1. Introduction

The After-LIFE Communication Plan of the reWINE project is designed to ensure the dissemination of the viability of a sustainable system for the collection, cleaning, and reuse of glass bottles in the Catalan wine industry. The Plan targets to define effectively, efficiently and cheaply communication tools in order to increase public and stakeholders’ awareness, to stimulate acceptance and to foster replication of the reuse system throughout the European Union.

It describes how reWINE partners will communicate and transfer the knowledge and experience gained during the lifetime of the project.

1.1. Project objectives

The main objective of the reWINE project was to demonstrate the viability of a sustainable system for the collection, cleaning, and reuse of glass bottles in the Catalan wine industry. To achieve this, the project developed during 20 months a pilot test of the reuse of wine bottles with 7 Catalan wineries (la Cooperativa Falset Marçà, Bodegas Torres, Albet i Noya, la Viñeta, Talcomraja, Vins Pravi and Joan Ametller), more than 30 shops, 50 restaurants, 2 wholesalers, 3 landfills of the Consortium for the Management of Waste from the Vallès Oriental and 2 washing plants.

Specific objectives of the project were:  Encourage the reuse of glass bottles in the Catalan wine industry.  Contribute to creating awareness and achieve the qualitative and quantitative objectives for reduction of waste set out in Catalan and European legislation.  Identify the barriers and opportunities for reuse glass as well as assess the environmental, economic and technical aspects involved.  Encourage transfer of the experience into other geographic and economic contexts.  Create a reuse network among different interest groups.

1.2. Main outputs

Waste management  82.239 of wine glass bottles collected.  33,2 tons waste avoided.

5 Resource efficiency  67 companies where green circular economy practices were implemented.  5 circular economy practices implemented.

Greenhouse gas emissions  167.230 kg CO2 eq avoided for wineries after 8 cycles of reusing bottles.

Governance  98 “duty holders” involved (industry associations, wineries, HORECA, HWRC).  5 national/regional/departmental/municipal agencies involved.

Information and awareness  1,5 M Consumers reached by sensitization campaign and press releases  324 Specific surveys addressed to key stakeholders.  135 articles in the media.

Capacity building  393 Winery professionals reached through LIFE-reWINE workshops and info days.  414 Other professionals reached (HORECA sector, retailers, public authorities).  8 EU regions contacts to transfer the experience.

2. Impact of the project

2.1. Relevance to European legislation

The explanation of the European, national and autonomous legislation related to the reuse needs to be done in order understand the contribution of the reWINE in the current and future legislative framework.

On the one hand, the European framework establishes the 2018/851 EU Directive of 30 May, which amends Directive 94/62/EC on packaging and , establishes percentages of reuse and of municipal waste up to a minimum of 55%, 60% and 65% by weight in 2015, 2030 and 2035 respectively; and 2018/852 EU Directive of 30 May, amending Directive 94/62/EC on packaging and packaging waste, delegates responsibility for adopting measures to encourage an increase the proportion of

6 marketed and the reuse of packaging, both through SDDR or SCRAP and with measures such as setting qualitative or quantitative targets, economic incentives or setting a minimum percentage of reusable packaging that can be marketed. In addition, the Commission is expected to examine in December 2024 the data provided by Member States on the issue in question.

On the other hand, at the state level, understanding that Law 11/1997, of April 24, on packaging and packaging waste in its second article (Art. 2.) defines as reuse, any operation in which the conceived and designed to perform a minimum number of circuits, rotations or uses throughout its life cycle, is filled or reused for the same purpose for which it was designed [...].

The fourth article (Art.4.) on the promotion of reuse and recycling reflects that public administrations may establish the necessary economic, financial or fiscal measures, in order to encourage the reuse and recycling of packaging. The National Integrated Waste Plan (PNIR) 2007-2015 and the National Urban Waste Plan (2000-2006) mark percentages of reuse of the different for the year 2004: 25% of , 35% of soft drinks, 70% beer and 15% wine, excluding wines with a designation of origin.

In terms of the Catalan framework, the strategic objective 4. of the PRECAT20 (General Program of Prevention and and resources of Catalonia 2020) foresees for the year 2015 the reduction of waste promoting the prevention and the reuse, concretely, inside the channel HORECA foresees the reuse of a 60% of the containers of bottled waters, 80% in beer, 80% in soft drinks and 50% in wine; outside the HORECA channel provides for the reuse of 15% of packaging. In addition, there are a number of actions to promote reusable packaging.

The Law 8/2019, of 19 February, on waste and contaminated soils in the Balearic Islands, as well as the Navarra Provincial Law 14/2018, of 18 June, on waste and its taxation, exhaustively detailed measures for the prevention and promotion of reuse, other management systems apart from SCRAPs such as SDDR, percentages of packaging waste both inside and outside the HORECA channel and the application of reusable packaging in all public administration events are included.

Current situation Nowadays, the new Spanish waste law on waste and polluted soils, is being prepared. The draft was sent to the Catalan Waste Agency in order to supervise and add information needed. The public participation period ended on the 3rd July 2020. This

7 new law aims to transpose the UE Directive 2018/851, 30th May 2018 on waste and the UE Directive 2019/904, 5th June 2019, on the reduce of determined plastic products in the environment. Therefore, it reviews and updates the legal regime applicable to waste and contaminated soils established in Law 22/2011, of July 28, which is repealed.

In Catalonia there is also a new Catalan law on prevention, waste management and efficient use of resources is fully in line with the European directives. This new law will substitute the Legislative Decree 1/2009 currently in force, but it is a restated text of the 15th July 6/1993 Law that regulate waste (more than 25 years ago). The Draft Law is in working progress (the open participative process finished on January 2020) and is expected to be finalised before the end of 2020. After the draft law is available, there will be a participative process that will be finalised before the end of the first semester of 2021.

This new law focuses on prevention and, in particular, on the improvement of production and consumption patterns, including those more classic strategies, such as eco-design or industrial symbiosis, as well as others such as dematerialization, product- service techniques, or others aimed at reducing resource consumption and keeping resources consumed in circulation.

The reWINE project acts following the European preventing waste in the first instance instead of generating waste and then recycle, refurbish or remanufacture it, among others. So, the reuse or preparation for reuse system applied in the reWINE is placed in the first levels of the hierarchy and not generating the bottle waste. In fact, this project is itself a measure that perfectly fits and accomplishes the demands of the European Union to the Member States of packaging reuse implemented by initiatives that promote changes in legislation, and at the end, in the waste system management.

2.2. Social impact The implementation of reuse can have a positive impact in job creation. This impact has the added value of green jobs (since bottle reuse economic activities protect and promote the environment) and social reintegration (because they can employ people at risk of social exclusion).

8 Jobs could be created in several sectors, such as:  logistics (collection, transport and storing of empty wine bottles collected from channels like restaurants and grocery stores)  retailer sector (handling of bottles returned to point of sale, storing in warehouse)  municipal recycling centres (handling of bottles returned)  industry of washing plants

In this sense, the municipality of Barcelona has shown interest in the environmental and social benefits that could provide a reWINE logistics system in the city that would employ disadvantaged sectors of the population in the collection, transport and storing of empty wine bottles collected from several sources. Barcelona has a zero-waste strategy that plans to develop circular economy programs that foster products and packaging reuse, so if bottle reuse fits with the municipality's political agenda in the following years, reWINE partners will work to implement it.

On the other hand, reWINE also has another social impact as it helps to raise awareness among different sectors (industry, distribution, consumers, municipalities), and at the same time offers the opportunity to consume responsibly without generating waste. Reuse is an increasing trend of consumption and in the next years is expected to grow also steering the production sector. This context can open opportunities for extending the reWINE experience in the following years.

On the other hand, reWINE also has another social impact as it helps to raise awareness among different sectors (industry, distribution, consumers, municipalities), and at the same time offers the opportunity to consume responsibly without generating waste. Reuse is an increasing trend of consumption and in the next years is expected to grow also steering the production sector.

9 3. Communication strategy

3.1. Objectives

The main purpose of this After-LIFE Communication Plan is to enhance the vision and outcomes of the reWINE project based on an impact-based dissemination and communication strategy to make sure its acceptance and replicability throughout the EU area involving both the general public and the main stakeholders.

Specifically, this plan has the following objectives:  To disseminate the main results of the reWINE project.  To raise awareness of the importance and benefits of reusing glass bottles to reduce environmental impact and cost savings for wine producers.  To promote the implementation of the reuse of bottles in the Catalan and Spanish wine industry.

3.2. Target Groups

In order to optimise communication efforts, different target audience have been identified to achieve highest impact of the project results.

 Wineries: Wineries can obtain environmental, social and economic benefits using reusable bottles. Refillables be a great opportunity to reduce their carbon footprint and reduce the consumption of natural resources and greenhouse gas emissions. At branding level, reuse can also be an opportunity because it could position them as companies socially and environmentally responsible. In addition, reuse can be an opportunity to reduce costs.

 HoReCa sector (bars, restaurants & wholesaler distributors): It is an important point of distribution, consumption and recovery of reusable wine bottles. In fact, while refillables have disappeared in the food distribution, in the Horeca sector the percentage is still very high (beers, soft drinks, water and wine) and represents million reusable bottles per day.

 Retailers: Shops and supermarket chains are a key stakeholder in contributing to the environmental education of the consumers about reuse and waste prevention. They

10 have to introduce the reusable wine bottles in their offer and to take back the empty wine bottle from consumers. This system is positive for them because it assures some level of costumer fidelity, as costumer tend to come back to the shop where they purchased the bottles in order to be returned.

 Consumers: Consumers and the whole society are key players in waste prevention and reuse. They shop decisions might contribute to increase the distribution and demand of wine refillable bottles.

 Policy makers and local authorities: Policy makers have a huge responsibility to define a framework to support bottles reuse. Local authorities have a vested interested in reWINE for the ecological effect and the direct impact about municipalities saving waste to be managed and reduced waste management costs.

 Media: The media play an important role to inform citizens about reWINE results and the objectives of EUs waste policy and resource efficiency objectives.

3.3. Messages

Key messages for primary target groups are the following:

 The reWINE pilot test shown that the reuse of bottles in the wine sector is technically feasible and more respectful of the environment.

 Reusable bottles are more environmentally friendly than single-use bottles.

 The implementation of a reuse system for wine bottles will reduce the generation of waste and greenhouse gases and will save costs in wineries and shops.

 Deposit, return and collection system is the most effective instrument to guarantee the return of empty bottles to the establishments by consumers, far above other incentives.

3.4. Main actions

During 5 years after the completion of the project, partners will continue communicating the benefits of reusing wine bottles using the below channels and activities.

11 Dissemination of Layman’s Report

The Layman's report will be the main material to disseminate the results of reWINE to the general public. The report is produced in Catalan, Spanish and English and it is written with a clear and direct language. It has a modern, friendly and attractive design to have more impact and engagement. In addition, it has a common format to make it easily printed by partners.

An email campaign with the Layman’s Report will be designed and sent to all the contacts of the project.

Creation of After-Life Communication kit

The project communication kit of the project will be adapted with the main results of the pilot developed and recommendations for the implementation of the reuse of wine bottles.

The kit included a leaflet, poster, banners and an overview presentation with general information about project objectives and main outputs. The aim of these materials is to raise awareness of reuse of bottles and to guide interested readers to the project website, where more in-depth information can be found.

The communication kit will be created in the Catalan and Spanish in order to easily reach local audiences. It will be available in an electronic version on the website to download and print it, if it is really necessary.

Maintenance of the website

The structure of the project website will be updated to meet the needs of the After-Life communication plan. Some sections will be changed to make it easier for stakeholders to obtain all the information on how to implement the reuse of wine bottles.

Moreover, website will be updated with news about reuse to raise awareness of its benefits.

Dissemination via Instagram

The project's Instagram profile will be maintained with monthly posts about the benefits that the reuse of wine bottles would bring to wineries, consumers and, of course, environment.

12 Organisation of wineries visits

The wineries that have participated in reWINE will disseminate the results of the project in the visits and experiences they organize with consumers.

Participation in events and workshops

The results of the project will be disseminated in different events with the aim of spreading know-how and the results of the project throughout EU countries and to foster replication in other countries apart from those the members of the consortium belong to.

Exchange of experiences

Experiences will be exchanged with other European countries that have experimented with reusing wine bottles, taking in advantage the activities done by the Catalan Waste Agency and Rezero. The Layman’s report will be sent to the International organizations ACR+ and the SCP/RAC so as to be disseminated by their international network. It could lead to new regions that would be interested to the project and maybe replicate it.

13 4. Transfer strategy

4.1. Transfer to other geographical areas

Deliverable D.B5.1 Project feasibility report of reWINE project has provided the information to ensure that the wine bottles returning system proposed in reWINE is feasible from a technical, economic and environmental perspective.

Therefore, it is important that the results and the lessons learnt from the reWINE are collected and used to create a methodological guide to be used by other regions beyond Catalunya that aim at developing a wine bottle return system.

The criteria to select which regions are more receptive to implement similar initiatives can be done using the following criteria:

 Wine consumption data (bottles consumed and types of bottles and channels of consumption (HORECA, home, tasting, retailers…)  Analysis of local regulation on glass bottles management and status of returning schemes for drinks bottles return  Number of wineries and their location  Wineries associations (e.g. Designation of Origin)  Glass bottles washing facilities location and logistic routes  Analysis of the consumers sensitivity for returning wine bottles based on other products packaging returning status

The initial transfer activities can be done firstly using public channels, such as administrations, that use their public administration contact points. In parallel, international wineries association can be contacted in order to facilitate the promotion of the returning schemes in their territory. For instance, the following geographic areas have been selected and have shown interest in developing similar projects:

 La Rioja (Spain)  Basque Country (Spain)Balearic Islands (Spain)  Galicia (Spain)  Chile

14  Argentina  Uruguay

In Balearic Islands, REZERO has been working with public administrations, economic and social sectors promoting waste prevention and reuse practices such as bottle reuse, and recently created the network “Reuse Pact” (that involves stakeholders from the beverage sector, like HORECA, retailers, wineries and other fillers, including producers that sell drinks in reusable bottles and own a washing plant).

Rezero also contributed to enhance the approval and implementation of the pioneer Waste Law in Europe, approved by the government of Balearic Islands in January 2019. This law includes several measures to reduce single-use plastics, promote reuse and circular economy actions. Among others, it includes reuse targets for drink containers to be reached in 2030 in HORECA channel and food retailers for several beverages. In order to make this law effective, resource-efficient practices like bottle reuse need to be developed, and Rezero will keep working in this field. Moreover, insularity makes this territory especially favourable to implement reuse schemes that help keeping resources and preventing waste.

For Galicia, Chile and Argentina, during the execution of the projects, INEDIT, ARC and Rezero have established online contacts with the administrations or private local industries in these regions that have shown interest in replicating the project in their areas. In Uruguay, the interest was in applying reutilization in beer bottles for a craft beer brewery.

4.2. Transfer to other sectors

The experience of reWINE with wine bottle reuse can be transferred to other beverages sectors, such as beer, soft drinks, juices, water and milk, which already exist under reusable schemes in HORECA channel in Catalonia and in all Spain, but do not run in grocery stores. Beer could probably be one of the sectors with more potential, as there is a high standardization of bottles, is the drink with highest reuse market share in HORECA channel and it is an important industry in Catalonia, Spain and other countries, with many companies focused in local and regional markets and lots of them implement sustainable practices. Sider is also a sector with some small experiences in reusing bottles and standard bottles, and with local and regional distribution.

15 In addition, bottles of cava were traditionally recovered and reused in Catalonia, but currently not working for post consumption bottles and could benefit from reWINE results.

On the other hand, bottle reuse could be transferred to other food sectors, such as soups, canned food (jams, honey, vegetables -tomatoes, olives, corn, asparagus, artichoke, mushrooms-, fish -tuna, sardines, etc.), dairy products (fresh milk-yogurts), etc. So not only products packed in bottles, but also in glass and containers of different sizes and shapes.

The organization of the reWINE presentation results and the 1st and 2nd workshops by the ARC partner (Catalan Waste Agency) were the evidence that the glass reuse implementation in other sectors can be possible and feasible. The current reuse of cider bottles in the Basque Country with washing facilities of each cider producer, the wine reuse in Styria region (Austria) with a single model bottle that is the project marketing known for the consumers and gathers the different wine producers of the region, the reuse of kombucha bottles in Teresa Carles Healthy Foods establishments and the reuse by Aigua de Sant Aniol both in the Horeca channel and in the new retail implementation on January 2021.

As stated in the previous section, reWINE partners have received interest from an Uruguayan craft beer producer interested in applying the bottles reutilization in its activity.

4.3. Consultancy to wineries

Results of the reWINE project can be communicated to all the wineries that aim at improving their environmental performance and join the principles of Circular Economy. With this aim, during the project, those wineries that have participated to the project by providing bottles to be washed and returned, have been contacted. In these meetings, the environmental and economic results obtained during the pilot phase specific for that winery. That has enabled to provide more details on the performance of the reWINE return system for each specific winery and to discuss about possibilities of implementing the return system in the near future.

In addition, it is recommended to disclose the results of the reWINE to those wineries that could not participate in the pilot test during the project.

16 For instance, an approach that can be followed to contact these wineries is to involve the Designation of Origin (D.O) of the territory, that involve more than one winery. In this , it is suggested to prepare a workshop where wineries are invited under the umbrella of the D.O. During the workshop, reWINE results regarding the economic, environmental and technical feasibility can be presented and comments from the wineries can be collected. This will enable to create working groups of interest that would lead the implementation of the return system in the territory.

Additionally, those wineries that have shown interest in the project but have not participated in the pilot phase, have been contacted back as they will the initial contact points to possibly start similar projects in their regions. For instance, wineries in Ribera del Duero (Spain), in the Basque Country, in la Rioja can be the key partners in future projects.

17 5. Timetable, responsible and budget

Actions When Responsible Budget

Dissemination of Layman’s Report 2021-2025 PRUAB 270 € (staff)

Creation and dissemination of 2021-2025 PRUAB 540 € (staff) After-Life Communication kit

Maintenance of the website 2021-2025 PRUAB 130 € (external assistance) 1.200 € (staff)

Dissemination via Instagram 2021 PRUAB 1.200 € (staff)

Organisation of wineries visits 2021-2022 AFALMA, 4000 € TORRES

Participation in events and 2021-2022 ARC, 2600 € (staff) workshops REZERO

Exchange of experiences 2021-2022 ARC, REZERO, 1300 € (staff) INÈDIT

Transfer to other geographical 2021-2022 REZERO 4300 € (staff) areas

Transfer to other sectors 2021-2022 REZERO 6000 € (staff) INÈDIT

Consultancy to wineries 2021-2025 REZERO 5000 € (staff) INÈDIT

Adapt the Catalan legislation 2021-2022 ARC 50.000 € Bottle washing facilities 2023-2025 Private sector Euros 10 M

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