Can you imagine playing soccer in a field made of 50,000 plastic cups of the World Cup?
As part of its commitment to sustainability, Budweiser has built a soccer field in Russia made entirely of recycled plastic cups. Meet Budweiser's ReCup Arena .
ReCup Arena by Budweiser: an innovative field
Budweiser , one of the brands of AB InBev and part of Grupo Modelo, official sponsor of the 2018 FIFA World Cup, has launched a unique football field created from its recycled plastic cups in Sochi, Russia.
More than 50,000 cups collected in the stadiums after the tournament last summer have been used to create a new sports facility, Budweiser's ReCup Arena.
More than 3.2 million Budweiser Red Light cups were used during the last World Cup, many of which fans took home as souvenirs.
Budweiser worked with the local organizing committee to recycle the cups and create a wear-resistant coating for the new playing field, which appears in the brand's distinctive red and white colors.
After collecting and recycling the Red Light cups that were discarded and using 50,000 of these cups to create something innovative and resistant to wear, a new playing field that measures 65 x 42 meters.
To use the cups forever, Budweiser used them to build a playground in Sochi, Russia. They have built a new sports facility called Budweiser's ReCup Arena, and they are looking to help locals participate in football.
The first event in Budweiser's new ReCup Arena was called The World Cup RePlay, where the residents of Sochi were invited to participate in a match in the red and white field and were joined by Marco Materazzi.
The new facilities are part of Budweiser's commitment to sustainability.
Ab InBev recently promised that, by the year 2025, every bottle of beer they make would be made with renewable electricity.
They are also adding the symbols of '100% renewable electricity' to the Budweiser packaging in the markets of the United States and the United Kingdom , which have already achieved that goal.
Budweiser has been the official sponsor of the FIFA World Cup beer for more than 30 years.
At the inauguration of Budweiser's ReCup Arena in Sochi, there were official guests such as Marco Materazzi and Andrei Markov, sports minister of the Krasnodar region and Konstantin Tamirov, marketing director of AB InBev Efes.
"The 2018 FIFA World Cup in Russia 2018 has been recognized as the best World Cup. For a month, millions of tourists from around the world joined the true atmosphere of celebrating football. "
"We hope that this release will remind us of the previous tournament and probably help someone to start a promising football career," said Konstantin Tamirov, Marketing Director of AB InBev Efes.
Commitment of AB InBev to eliminate waste
AB InBev is committed to eliminating waste by starting with its own operations.That makes Budweiser's ReCup Arena part of its sustainability strategy.
AB InBev operates six vertical glass plants throughout the world, in Brazil, Mexico (3), Paraguay and the United States, where they are improving their efficiencies and increasing the amount of cullet (recycled glass) used in the production of their bottles.
For example, in Mexico, the brand has partnered with a local NGO to help collect waste and I invested in a new glass processor in one of the plants.
Objective of AB InBev
The goal of AB InBe is for the year 2025, 100% of the products are in a package that is returnable or that is made of the majority content recycled.
AB InBev is constantly looking for ways to:
- Increase recycled materials in packaging
- Increase recycling rates around the world by recovering and reusing materials
- Reduce the amount of material used in packaging
- Educate consumers about the importance of recycling.
Advance of AB InBev
His journey towards the sustainability of packaging accelerated in 2012 with the commitment to eliminate 100,000 metric tons of packaging material worldwide.
This goal was exceeded in 2016, eliminating 146,000 metric tons of packaging material maintaining the quality expected by consumers. In addition, he has worked diligently in breweries around the world to achieve an average recycling rate of 98%.
The next challenge for AB InBev is to ensure that all products are in a package that is returnable or made from the majority recycled content. They are starting with a baseline of 46%.
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