“Six Back” of Victoria Beer, is the initiative that returns life to the bottles that reached the end of their path. The project uses recycled bottles of different beer brands in Mexico to give them a new opportunity to fill them with Victoria beer.
“Bottles of various brands arrived at the Victoria production plant, to fill with our unmistakable flavor. These bottles, with a second life, will be a group commitment to boost sustainability in a country that only recycles 12% of its glass packaging,” said Gabriel Díaz, director of Victoria Beer Marketing.
With this, the most Mexican beer in Grupo Modelo celebrates bottles that have shared memorable moments with Mexicans and the most significant way to honor them is not leaving them in a garbage dump, but transforming them into victories, even if they are of other brands.
The proposal is so simple to execute that instead of being a marketing campaign, it is a long -term compromise of Grupo Modelo to promote recycling in a country where to recycle is not a priority. With a clear diversity of designs, the “Six Back” bottles meet a complete Journey for the user, since after buying their favorite beers they can return them, empty, through TA da da, the most important alcohol delivery in the country and thus contribute to this initiative.
This commitment makes us reflect on whether brands and traditions should be merged to create new ones that contribute significantly with the problems of a country. As Victoria beer does.
