Stainless steel kegs’ reusability and 30+ year lifespan make them the ideal circular choice for bars and restaurants. This fact makes steel kegs a vital part of the beverage industry and is the catalyst for the formation of the new Steel Keg Association. The Steel Keg Association is a marketing-focused non-profit organization, on a mission to help increase the volume of beer and other beverages served from stainless steel kegs. The Association’s founding members represent a diverse collection of leaders in the global steel keg supply chain: BLEFA GmbH, Hillebrand Gori, Micro Matic, MicroStar Logistics, Schaefer Container Systems, and THIELMANN.Steel kegs are truly one of the best examples of reusability and circularity, with decades of reuse potential. In the US, compared to single use containers, steel kegs save over 400,000 metric tonnes of greenhouse gases and keep roughly 500,000 tons of packaging out of landfills each year. Circularity is just part of the story of kegs. The Steel Keg Association’s education programs will also highlight that steel kegs deliver bulk liquids driving superior economic benefits for bars and restaurants. Additionally, marketing programs will showcase how consumers and brewers appreciate the uniquely “fresh” draft beer experience.The Steel Keg Association’s efforts will be focused on the US beer market initially, expanding to the UK and Western Europe later in 2022.