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RetuRO data shows a strong alignment between collection, sorting and recycling, with the aluminium drink can emerging as a key indicator of circularity. 

From consumers returning packaging to the collection and recycling systems that allow materials to re-enter the economy, every link contributes to the functioning of the circular economy. 

In Romania, the moment reflects a stage of maturity for this system: in 2025, 75% of the aluminium cans placed on the market were recycled, according to official RetuRO data.

The result, achieved in the second full calendar year of operation of the Deposit Return System (DRS), indicates the system’s maturation and marks the transition from a phase dominated by collection to one characterized by functional industrial recycling with measurable economic impact. 

Romania’s progress, driven largely by the expansion of Deposit Return Systems, reflects a broader European trend. According to the latest report published by Metal Packaging Europe and European Aluminium, the recycling rate for aluminium drink cans in Europe reached over 76% in 2023, the highest level recorded so far. The report shows that both the volumes of packaging placed on the market and the quantities recycled have increased year after year, while the recovered material generated estimated savings of 5.7 million tonnes of CO₂ equivalent, confirming aluminium’s role in the European circular economy. 

At the national level, current data indicate an accelerated evolution and Romania’s rapid alignment with European trends, as collection infrastructure continues to expand and industrial recycling flows become more consolidated. Before the introduction of the Deposit Return System (DRS), the recycling rate for aluminium cans in Romania stood at around 35%, significantly below the levels recorded in other European countries. 

“In the circular economy, real performance indicators always appear with a certain time lag. European reports on packaging recycling are typically published around two years after the reference year, as the data must be validated through multiple industrial and institutional sources, including extended producer responsibility schemes, deposit return systems and statistical reporting to Eurostat. This process reflects the complexity of the circular value chain, where performance is measured across the entire journey of the material from return and sorting to recycling and the reintegration of aluminium into the production of new drink cans,” said David Van Heuverswyn, Global Director of Every Can Counts. 

Circular economy still poorly understood: only 1 in 2 Romanians associates it with repeated recycling of the same material 

The 2025 results reflect Romania’s readiness to move towards the “second phase” of the circular economy: a stage in which collection mechanisms are supported by consistent industrial performance and the material’s ability to remain in use through repeated cycles. In the case of aluminium, this is possible because the material can be recycled repeatedly without losing quality, including in closed-loop recycling – from can to can. Before DRS, cans were less likely to be suitable for true can-to-can recycling because they were more exposed to contamination from mixed waste streams. Within a DRS, however, drink cans are collected separately and remain much cleaner, which means that most, if not all, can be recycled into new cans, enabling a more efficient closed-loop circular system. 

“Every Can Counts runs communication programmes about the infinite recyclability of aluminium drink cans in more than 20 countries, and we observe the same evolution in markets where deposit return systems are introduced. In the first years, the focus is on collection and infrastructure building, while later performance is assessed through the system’s ability to transform collected material into recycled material. From this perspective, Romania’s results show a rapid alignment with European trends and confirm aluminium’s potential as a key material for the circular economy,” said David Van Heuverswyn, Global Director of Every Can Counts. 

Beyond the performance of recycling into the same type of packaging, aluminium also holds significant economic value within the circular chain. Recovered material can be quickly reintegrated into production, and its properties remain unchanged regardless of the number of recycling cycles. In addition, producing an aluminium can from recycled material uses up to 95% less energy than primary production, meaning recycling contributes simultaneously to industrial efficiency and emissions reduction.  

Industrial data is also supported by a visible change in public behaviour. According to the Global Recycling Habits and Attitudes 2025 study, conducted by Made with Insight for Every Can Counts, most Romanians say they actively participate in the Deposit Return System and consider themselves personally responsible for recycling. 

At the same time, the research highlights an important gap between behaviour and understanding of the circular economy concept: 53% of respondents associate circularity with the repeated recycling of the same material into similar products, indicating that the act of returning packaging is better understood than the economic value of recycled materials. 

This gap highlights the need for clearer information about what happens to materials after collection. In the case of aluminium, for example, material recovered from a drink can can return to the shelf as a new can again and again, without loss of quality. Programmes such as Every Can Counts focus precisely on this information component, explaining the material loop and the role of recycling in the circular economy through campaigns and activations carried out in public spaces, events and urban environments. 

“The next challenge is no longer convincing people to return packaging, but explaining what happens to the material after collection. Circularity, beyond a responsible gesture, means economic value preserved over time and the ability of a package to re-enter the economy through repeated recycling. In this context, aluminium becomes a criterion for choice when consumers have options, because it is one of the few materials that can be recycled indefinitely without losing quality,” added David Van Heuverswyn. 

In this context, aluminium can become a tangible benchmark for the transition from environmental policies to measurable economic performance, with impact on industry, production chains and the economy as a whole. 

Sources:
• Metal Packaging Europe (MPE) and European Aluminium (EA), Aluminium Beverage Can Recycling Results 2023. Read the full press release. 

• Every Can Counts, Global Recycling Habits and Attitudes 2025.  Read the full survey.

• RetuRO SGR, report 2025. Read the full report.

When the streets of Cádiz and Santa Cruz de Tenerife fill with music, costumes and celebration, sustainability finds its place too. This year, our Spanish chapter Cada Lata Cuenta joined two of Spain’s most iconic carnivals to remind thousands of people that recycling can also be part of the party.        

Through the campaign “Tu Lata al Amarillo”, the programme collaborated with local authorities to encourage responsible drink can recycling during the festivities in Cádiz and Tenerife.

This initiative aims to inspire people to recycle their aluminium cans and turn it into a daily habit. Because small actions, repeated at scale, can create real impact. Recycling aluminium consumes 95% less energy than producing a new can from raw materials.

In Cádiz, additional recycling points were installed at key locations, and our ambassadors promoted can recycling during  popular events, such as the traditional Frito Gaditano.

Meanwhile in Tenerife, Cada Lata Cuenta’s teams moved through the crowds during major carnival parades with the iconic Every Can Counts backpacks, engaging directly with participants and helping them to recycle their cans on the go, and keep the streets cleaner as the celebrations unfolded. 

By bringing recycling into these lively celebrations, Cada Lata Cuenta shows that even during the most festive moments, something as simple as throwing your drink can in the right bin, can make a meaningful environmental impact.

Watch the highlights:

In partnership with Grounds Krewe, Osprey Initiative and other local organizations, the Every Can Counts chapter in the United States recycled a record number of used drink cans – nearly 197,000 cans – at Mardi Gras 2026 in the city of New Orleans as part of the Recycle Dat! initiative.

Mardi Gras generates 2.5 million lbs (~1.13 million kg) of waste in just 10 days of celebrations. Recycle Dat! is a community-wide effort to make this celebration more sustainable by providing convenient recycling options along the parade route.

This year, Recycle Dat! successfully diverted a total of 61,219 pounds (~27,768 kg) of recyclable materials from landfills during the 2026 Carnival season.

6,142 lbs (~2,786 kg) of aluminium, representing roughly 197,000 cans, were collected and sent for recycling to a local scrap yard EMR Metal Recycling, and the value of the scrap aluminium will be donated back to Grounds Krewe, so we can continue to fund future recycling efforts at Mardi Gras!

This total effort also included the recovery of 34,741 lbs (~15,758 kg) of glass, 1,691 lbs (~767 kg) of plastic and 18,646 lbs (~8,457 kg) of Mardi Gras beads and throws.

Building on prior success, this year’s programme introduced new strategies and expanded geographically, demonstrating the growing demand for sustainable Mardi Gras practices across the region.

To make recycling more visible and engaging for parade-goers, the local artist Erika Moore created the #PixelCan mural at Recycle World, an Every Can Counts installation showcasing the infinite recyclability of aluminium.

“RecycleDAT! 2026 showed what’s possible when strong partnerships and community participation come together,” said Brett Davis, Founding Director, Grounds Krewe. “Each year, we’re seeing more people embrace the opportunity to celebrate Mardi Gras in a way that’s both fun and responsible. The continued growth of this programme reflects a real shift in how our community approaches sustainability during Carnival and beyond.”

“Every Can Counts U.S. was proud to sponsor Recycle Dat! for a third consecutive year. Our goal was to recycle as many used beverage cans along the Mardi Gras parade routes, as well as in New Orleans bars and restaurants, and at Recycle World, where we exhibited an aluminium PixelCan art display,” said Scott Breen, President of Can Manufacturers Institute, lead organizer of Every Can Counts U.S.

“When recycled, 97% of aluminum beverage cans become new cans, and on average, aluminum beverage cans go from recycling bin to a new can in less than 60 days. Best of all, the cans collected this year will be sold to a local scrap yard – EMR Metal Recycling, with the revenue generated donated back to Grounds Krewe, supporting future recycling efforts in New Orleans.”

The “Infinity Room” installation, created by our UK chapter, is back at Catalyst Science Discovery Centre and Museum in Widnes. This time, it’s here for a whole year – ready to spark even more recycling magic!

Step inside a giant drink can and discover the endless possibilities of aluminium recycling. Mirrors and floating cans bring the magic to life – reminding everyone, young and old, why recycling matters.

Following its debut launch at the centre back in 2023, the Infinity Room is back at Catalyst for 2026. Still immersive, still eye-catching, and ready to inspire the next generation of recyclers.

Step Inside The Infinity Room

As you step inside the giant drink can, you’re surrounded by mirrors and floating aluminium cans, creating the illusion of infinite reflections. It’s playful, immersive, and the perfect spot for a photo. But it’s also packed with purpose.

Built with 1,500 recycled aluminium cans and 25 square metres of mirrors, the Infinity Room brings recycling to life in a way that’s unforgettable for visitors of all ages.

Why Drink Can Recycling Really Does Make A Difference

Aluminium is one of the most valuable materials in your recycling bin. It can be recycled again and again without losing quality.

Recycling drink cans is quick and efficient —your empty can could be back on the shelf in just 60 days. Recycling aluminium also saves 95% of the energy needed to make new aluminium from scratch. That’s a win for you and the planet.

Click here to learn more about the drink can recycling process.

Chris Latham-Warde, Programme Manager for Every Can Counts UK, said:

“We’re so pleased to be bringing the Infinity Room back to Catalyst after its popular first visit. The installation is designed to capture attention and spark conversations about aluminium’s value and why recycling matters.

“Aluminium can be reused again and again and every empty can has the potential to be back on the shop shelves in as little as 60 days. We hope visitors to Catalyst and our installation leave feeling motivated to keep that cycle going.”

Linking Science, Sustainability and the Curriculum

Catalyst is using the Infinity Room to show how chemistry connects to our climate, with hands-on displays and activities inspired by the national curriculum.

For schools, it’s a unique way to bring sustainability and science together. For families, it’s a fun way to see how everyday choices – like recycling a drink can – can make a real difference.

Meryl Jameson, Marketing Manager at Catalyst Science Discovery Centre and Museum, said:

“We’re excited to welcome the Infinity Room back to Catalyst following the enthusiasm it received during its first run. It’s a brilliant way to engage visitors with an important message, while offering a fun and immersive experience for families and young people.

“At Catalyst, we’re passionate about helping people explore science and understand the impact we can all have on the world around us. Working with Every Can Counts helps bring sustainability to life in a creative, hands-on way – and we hope it encourages visitors to make sure every drink can they use is recycled.”

Planning Your Visit to the Infinity Room at Catalyst

The Infinity Room is included with your standard admission to Catalyst. No extra cost, just extra inspiration.

Click here for more info about admission prices.

Catalyst Opening Times:

• Closed Mondays

• Tuesday & Wednesday: 10am–2pm

• Thursday to Sunday: 10am–4pm

Find the Infinity Room in the Interactive Gallery on the ground floor.

Planning a family day out, a school trip, or just want to see recycling in a whole new way? The Infinity Room is a must-see experience. And a powerful reminder that every can really does count.

The Clippers-themed recycling cage is the first NBA activation for Every Can Counts U.S. and is supported by Open Water

The Every Can Counts chapter in the United States has launched a new activation at the Intuit Dome in Inglewood, California, in partnership with Open Water.

The recycling activation features more than 1,200 empty Open Water aluminium beverage cans inside a Clippers-themed recycling cage. This aluminium-fabricated cage was built in California and highlights the value of recycling used drink cans at away-from-home events.

“Intuit Dome is redefining what sustainability can look like in professional sports venues, and we couldn’t be more excited to partner with Every Can Counts to celebrate these efforts,” says Niki Mazaroli, Director of Sustainability and Community Engagement at Open Water. “Their leadership shows how world-class entertainment and environmental responsibility can go hand-in-hand—and we’re grateful that Open Water can play a part in eliminating plastic waste and keeping aluminium in the circular economy.”

Aluminium is infinitely recyclable. And aluminium drink cans are the most sustainable beverage package on virtually every measure. Recycling aluminium cans also helps to save energy and reduce waste.

“We are thrilled to celebrate this new partnership with Open Water by launching a first-of-its-kind recycling cage at Intuit Dome’s Plaza,” says Tim Ebner, Vice President of Marketing and Communications at Can Manufacturers Institute and a lead organizer of the Every Can Counts U.S. chapter.

Photo Credits: Intuit Dome

“The Every Can Counts recycling cage will inspire people to recycle by highlighting the sustainability success of aluminium drink cans. Used beverage cans are easily recyclable, moving on average from the recycling bin to newly formed cans in less than 60 days on average, making them a truly circular solution. 97% of recycled aluminium drink cans in the United States go on to become new cans.”

Intuit Dome was designed and built to exceed the most stringent environmental standards and has taken a comprehensive approach to sustainability.

Open Water is available to purchase at all Frictionless Markets for Clippers home games, concerts, and live events, as well as in the arena’s premium spaces, eliminating the need for plastic bottles.

The Every Can Counts recycling cage debuted in the Plaza on Monday, January 12, 2026.

Look for the LA Clippers recycling cage in the plaza, filled with Open Water aluminum cans, before you enter the arena. And remember to recycle your empty cans to keep the cycle going.

Open Water donates 1% of every sale to ocean conservation projects through its Sea Change Grants programme. The company is also a certified B Corp and Women-Owned business (WBENC).

For the 5th consecutive year, the Every Can Counts French chapter, Chaque Canette Compte, hosted the “Canettes d’Or’ Awards”, attracting record-breaking number of entries. Over 250 new products and initiatives were submitted across 12 categories, showcasing the innovation and sustainability efforts across beverage industry.

The entries were carefully reviewed by a jury of design and marketing experts, professional journalists and representatives from Metal Packaging Europe, alongside specialists from La Boîte Boisson,  CITEO and the ECC team, including the Every Can Counts Global Director David Van Heuverswyn.

This event was an opportunity for Chaque Canette Compte to spotlight the partners and initiatives that have supported the programme’s activities and campaigns to promote drink can recycling over the past two years.

A total of 20 prizes were awarded. The highlights:

-Recycling Ambassador: Brasserie Kronenbourg for their innovative collaboration with Chaque Canette Compte in supermarkets.

-Committed Brand: Tourtel Twist.

-Partners of the Year: the NGOs “Les Connexions” and “ABC Charity Association”.

-Best Initiative: the local collectivity “Sud Rhone Environnement”.

Finally, Chaque Canette Compte’s long-standing partner, Coca-Cola, made a special guest appearance to present the ‘Responsible Event’ trophy to the Olympic Torch Relay, recognizing their large-scale joint action during the Olympic Games.