Smart DRS has officially become a member of the New European Reuse Alliance (New ERA), strengthening its commitment to accelerating the transition towards scalable, convenient, and technology-driven reuse systems across Europe.
As Europe’s leading industry association dedicated to reusable packaging, New ERA brings together businesses and organisations working to make reuse the norm through collaboration, innovation, and supportive policy frameworks.
For Smart DRS, joining the alliance represents another important step in helping shape the future of reusable packaging collection technologies.
Driving the Future of Reuse
The transition from single-use to reusable packaging requires more than legislation alone. It also requires practical, user-friendly solutions that make participation effortless for consumers and economically viable for businesses.
Smart DRS contributes to this transition through automated return technologies designed for reusable cups and other reusable packaging formats. By combining AI-powered recognition with instant digital deposit refunds and flexible deployment options, Smart DRS helps event organisers, venues, municipalities, and reuse operators create frictionless return experiences that encourage higher participation while reducing operational complexity.
Collaboration Across the European Reuse Ecosystem
As a member of New ERA, Smart DRS looks forward to collaborating with manufacturers, reuse operators, policymakers, retailers, technology providers, and other industry stakeholders to accelerate the adoption of reusable packaging systems throughout Europe.
The alliance provides an important platform for:
- sharing best practices and operational experience,
- contributing to the development of effective reuse policies,
- supporting harmonised legislative frameworks,
- promoting innovation across reusable packaging systems,
- helping build scalable infrastructure for circular economy solutions.
Through this collaboration, Smart DRS will actively contribute its practical experience from deploying automated reusable packaging return systems at festivals, public venues, sports events, and hospitality environments.
Making Reuse Effortless
One of the biggest challenges facing reusable packaging systems is not collecting the packaging itself—it is creating return experiences that people naturally choose to use.
Smart DRS believes that successful reuse depends on removing unnecessary friction from the return process.
Our technology enables visitors to return reusable cups quickly and conveniently, receive their deposits back instantly to their payment cards, and do so without cash, mobile applications, QR codes, or manual scanning.
This user-centric approach supports higher return rates while helping organisers reduce queues, simplify operations, and improve the overall visitor experience.
Looking Ahead
Joining New ERA reflects Smart DRS’s long-term commitment to supporting the growth of reusable packaging systems beyond individual deployments.
By working together with other members of the alliance, Smart DRS aims to contribute to a future where reusable packaging becomes the preferred choice across Europe—and where returning packaging is as simple and intuitive as using it.
We are proud to join New ERA and look forward to contributing to the shared mission of making reuse the norm.
Learn more about Smart DRS
Discover how our automated return technology supports reusable packaging systems for festivals, venues, hospitality, and public events via case studies mapping particular use cases.
Learn more about the Smart DRS’s Automated Return System for Reusable Cups that provides instant card refunds without the need for any mobile app, registration or codes scanning.
