EXPOSED: Coke’s Secret Refill Pilot

Coke is Secretly Bringing Back their Vintage Bottles…Only in this US City

We’re uncovering Coca-Cola’s thriving refillable glass bottle program that’s reducing waste, saving money, and delighting customers – all while the company says it can’t be done. 

Coca-Cola has been the world’s biggest plastic polluter for 6 years running, according to BreakFreeFromPlastic’s Brand Audits. The company resists deposit programs and reuse targets, proven solutions to the plastic problem, even though it is capable of leading in this space. Coca-Cola has a long history of utilizing refillable containers – we all know their iconic vintage bottles.

Recently, Coca-Cola quietly dropped its 25% reusable packaging target, backtracking on its plastic reduction pledges and scrapping reuse from its environmental goals entirely. But in the heart of Texas, the company is running a system of reusable glass bottles that are being used over and over again.

Coke’s popular refill system in El Paso, Texas, serves as a testament to what the company can do, despite its recent u-turn. Over 100 restaurants in El Paso are using refillable Coca-Cola and it’s popular with businesses and customers alike.

Reusable, refillable beverage systems operate 170 countries worldwide and represent 23% of the beverage industry market share. This isn’t a novel concept but rather a simple, effective, and timeless solution to the plastic problem. 

It’s time to mainstream the reusable, refillable bottle in the beverage industry.