A new partnership is aiming to accelerate innovation in circular packaging across the brewing, beverage and hospitality sector.

ekeg, the keg and cask management ecosystem, is working with the world renowned University of Nottingham’s International Centre for Brewing Science (ICBS).

This partnership will focus on shared know-how and next-generation circular packaging initiatives that support the transition to a low-resource-efficient beverage industry and a journey to “more draft, less carbon.”

The collaboration brings together ekeg’s industry expertise in keg and cask pooling, tracking and servicing solutions with the academic excellence and research capabilities of ICBS.

At the heart of the initiative, they said, is a shared commitment to advancing practical, scalable solutions that can be adopted across the UKI and international markets.

The goal is to create measurable impact for brewers, pubs, and the wider ecosystem. without compromising quality or commercial viability. The partnership builds on ekeg’s broader ESG strategy, where circularity and sustainability are core pillars of its value proposition.

By working closely with the ICBS team, ekeg said it aims to “bridge the gap between research and real-world application”, ensuring that innovation translates into meaningful change across the licensed trade.

Christian Barden, CEO of ekeg, explained: “We believe the future of the beverage and circular industries depend on collaboration between businesses and academia.

“Partnering with the University of Nottingham allows us to push the boundaries of what circular packaging can achieve.

“This is about more than sustainability— it’s about creating smarter, more efficient systems that deliver value for producers, operators, and the environment. Together, we can set a new standard for how the industry can innovate with genuine carbon purpose.”

Through this partnership, students and industry stakeholders will have the opportunity to engage directly with cutting-edge commercial challenges, helping to shape the future of draft beverage supply chains.

David Cook, professor of brewing science, added “With sustainability pressures and regulatory expectations continuing to rise, the ekeg x UoN ICBS partnership represents a significant step forward— demonstrating how innovation, collaboration, and circular thinking can drive long-term value for the sector.”