Packaging
Always looking towards a circular future
At the Super Bock Group, we have integrated the circular economy as a strategic pillar of our operations; we promote efficiency in the use of resources, value materials and reduce environmental impact throughout the entire value chain, with a particular focus on packaging.
For the Group, investing in innovation in the Super Bock, Pedras and Vitalis brands means:
Anticipating best practices that ensure the quality and safety of packaging
Redesigning packaging (ecodesign, biomimicry, among other methodologies)
Finding alternative models that use less material, such as plastic or glass, or make packaging reusable or recyclable
Promoting more circular packaging
How?
We provide information and raise awareness of the importance of choosing reusable packaging (multiple uses or use for the same purpose), which is essential for reducing emissions and the use of virgin raw materials in the production of new packaging, and 2) we encourage the recycling of single-use packaging (return to the relevant recycling bin).
For the recycling of our packaging, we work in partnership with Sociedade Ponto Verde and, from 10 April 2026, with Associação SDR Portugal, under the Deposit and Refund System for PET bottles and cans from our brands. These packages have been updated with a new EAN code and the Volta symbol on their labels.
To find out more, here.
Reusable packaging (multi-use)
Reusable (multi-use) packaging, such as beer, cider and other kegs, and bottles in crates, account for a significant proportion of the Group’s sales, particularly in the HORECA channel.
In the case of beers and within this sales channel, 86% of sales volume is accounted for by these multi-use formats.
Reusable bottles (multi-use)
Super Bock’s reusable glass bottles have a lifespan of over 20 years.
They help reduce CO2 emissions from the production of new bottles.
At the end of their useful life, they are 100% recyclable and the recycled glass can be turned into new bottles (bottle-to-bottle).
Reusable (multi-use)
They can last for several decades.
A 50-litre keg holds around 200 imperial/fine bottles with zero packaging waste (based on 250 ml glasses).
They help reduce CO2 emissions throughout the supply chain.
Single-use packaging
Since 2008, our Strategy has included the Packaging Improvement Programme, which applies across all our packaging but is particularly focused on PET.
PET (plastic) bottles
- 100% recycled and recyclable bottles
- They enable a reduction in virgin plastic
- Promotes optimisation of bottle weight without compromising quality or strength
The Vitalis brand, in particular, has performed exceptionally well in the domestic bottled water market and has been a success story in eco-design:
- The current design of the Vitalis bottle received international recognition for drawing inspiration from nature (biomimicry), taking as its reference the spiral growth of the fibres in the Nordic white pine.
- This is also the brand’s current PET bottle, which in 2010 was the lightest bottle on the market, with the lowest weight and improved strength.
- The Vitalis bottle, made entirely from RPET, uses only recycled plastic and prevents the use of over 6.3 tonnes of virgin plastic per year.
- Currently, all Vitalis bottles contain an average of 30% Rpet.
Since glass is an infinitely recyclable material and retains all the properties that ensure beer quality and experience, we promote its circularity:
Glass bottles
- The use of recycled glass in Super Bock’s amber glass bottles has now reached 59%.
- When returned to the green recycling bin, the bottles are turned into new packaging.