The introduction of the single-use deposit system is transforming Austria’s beer industry. For the first time, cans now carry a deposit fee—25 cents, the same as other disposable containers. Meanwhile, the deposit for beer bottles has risen from 9 to 20 cents. Major beer producers have remained tight-lipped about how this has affected can sales, with Ottakringer declining to comment altogether. The Brau Union referred to the change as a “significant structural shift” in the beverage market, noting that after an initial slump in can sales, the situation has stabilized.
An industry insider told APA that can sales had initially dropped significantly, amounting to millions of liters less sold. However, it remains unclear how much stockpiling by consumers before the deposit came into effect contributed to this decline. One reason cited was the drop in sales in border regions. While canned beer in Austria has traditionally attracted cross-border shoppers due to competitive pricing, the high deposit has made small-scale export unappealing.
This was confirmed by Brau Union’s retail executive Simon Steyrl, who said, “In some border regions—especially in eastern and southern Austria—the competitive landscape remains challenging.” He explained that countries like Hungary (€0.15 deposit) and Slovenia (no deposit) have differing regulations, creating unfavorable conditions for Austrian producers due to volume loss.
Reusable Alternatives Gaining Ground
Steyrl emphasized that the deposit system marked a substantial shift in Austria’s beverage sector. As with similar transitions, consumers were initially hesitant—nearly a quarter of respondents in a YouGov survey expressed skepticism about the new system, which was reflected in temporary sales declines. However, reusable alternatives saw a notable rise in demand, indicating a shift in consumer behavior.
He added that this trend suggests a growing awareness of sustainability and a desire for easier container return options.
Market Begins to Stabilize
According to Steyrl, the market has since begun to settle. “Consumers are increasingly adapting to the deposit system. It is particularly encouraging that the initial drop in can sales has significantly lessened,” he said.
Florian Berger, Managing Director of the Association of Austrian Breweries, told APA that companies have yet to release full sales data. However, he confirmed that consumers are adjusting well to the new circumstances. Ottakringer declined to comment.
