The packaging world is on the brink of change. With the new EU Packaging Regulation—the Packaging and Packaging Waste Regulation (PPWR)—the European Union aims to trigger nothing less than a revolution in how packaging is handled. From August 2026, the requirements will be binding. And this affects not only traditional retail, but especially the beverage industry—with far-reaching consequences for production, logistics, material choices, and return systems.

In this article, we provide an initial overview: What lies behind the regulation? What requirements is the industry facing? And why is it worth acting now?

What exactly is the PPWR?

The PPWR is part of the European Green Deal and is intended to replace the existing EU Packaging Directive. At its core is a clear goal: less waste, more circular economy.

To this end, the regulation—for the first time—obliges all companies within the EU to fundamentally rethink their packaging systems. Key points include:

• Introduction of binding reuse quotas
• Stricter requirements for recycled content and recyclability
• Deposit obligations and labeling requirements
• Comprehensive reporting obligations along the supply chain

The PPWR does not rely on recommendations, but on binding standards that companies must meet in order to continue marketing their products.

Why is the beverage industry particularly affected?

In the beverage sector, packaging is not just a carrier but part of the product. Shelf life, hygiene, pressure conditions, dispensing capability—all of this is directly tied to the container used.

This is where the PPWR reaches deep—whether in industrial filling, beverage retail, or gastronomy:

• Many conventional single-use solutions will become significantly less attractive.
• Manufacturers must demonstrate how often and how reliably packaging remains in circulation.
• Systems without clear traceability and a recycled-content concept will be phased out over time.

The pressure to act is high—but so is the opportunity to reposition strategically at an early stage.

Acting now means: gain time, use room to maneuver

Companies that act now secure important advantages: They gain planning certainty because processes, supply chains, and technologies can be adapted early. They minimize cost risks through a forward-looking transition to more efficient systems. And they strengthen their market position by implementing sustainable solutions credibly and visibly—thereby building trust with customers, partners, and regulators.

And now? Gain an overview. Develop a strategy.

The new packaging regulation affects not just materials—it changes systems, processes, and entire business models. Those who act early not only ensure compliance with regulatory requirements but also lay the foundation for sustainable competitiveness.

Our current whitepaper compiles the most important facts, deadlines, and tools for your packaging strategy—including checklists, an obligations matrix, segment analyses, and a concrete 12-month timeline.

You can find more about the whitepaper and the option to download it here: 
www.keg.schaefer-container-systems.com/en/whitepaper-pressure-in-the-container/

In the coming weeks, we will show how companies not only implement the PPWR—but develop viable packaging systems, new target-group strategies, and real competitive advantages from it.