Keg Champion Awards 2025

Toasting sustainability | The Steel Keg Association is once again toasting sustainability with its annual Keg Champion Awards. As part of drinktec 2025, the Keg Champions 2025 will be honoured - for the second time in Europe. We talked with Alexander Brand, Chairman of the Steel Keg Association, about the awards, the impact of returnable steel kegs, and how you can help celebrate those who are making a difference – one keg at a time.

Let´s start with a simple question: Who is the Steel Keg Association, and what is its focus?

Alexander Brand: The Steel Keg Association (SKA) is a non-profit marketing organization dedicated to increasing the use of stainless-steel kegs for serving beer and other beverages. Founded in April 2022, the association emphasizes the sustainability, economic efficiency, and enhanced consumer experience associated with steel kegs.

In addition, the association also recognizes industry leaders through initiatives like the Keg Champion Program, honouring those who actively try to make a difference by using steel kegs.

So, why are steel kegs such a big deal?

Brand: Steel kegs are reusable for up to 30 years. Many breweries have circular systems where old kegs are returned, inspected, and re-certified for continued use – preventing millions of single-use containers from ending up in landfills. That’s an enormous reduction in packaging waste compared to single-use containers. They also keep beer fresher and longer, which enhances the customer experience. And let’s not forget the economic side – reusable kegs offer excellent business margins. They’re a win-win for the planet and the bottom line.

Once it reaches the end of its life as a keg, it doesn’t go to waste. It’s typically recycled or reused.

What are the Keg Champion Awards, and why do they matter?

Brand: As mentioned earlier, the Keg Champion Awards are all about recognizing the unsung heroes in our industry – the bars, restaurants, and breweries committed to sustainability using reusable steel kegs. Every year, in the US, we highlight establishments that are making a tangible difference by reducing single-use waste and delivering fresh draft beer experiences. Realizing the increasing interest in sustainability as well as wanting to always serve fresh beverages in almost any condition, we decided to make the Keg Champion Award global.

What began as a U.S.-based recognition program has since expanded to the UK – and now, it’s reaching new heights at drinktec in Munich, the world’s leading beverage and liquid food trade fair. This international rollout highlights the growing global momentum behind sustainable beverage practices. By celebrating organizations that prioritize environmental impact and economic efficiency through steel keg use, the Keg Champion Award is not just an award or a recognition – it’s a signal of a vision to shape a more sustainable future for the beverage industry.

Who qualifies as a Keg Champion?

Brand: A Keg Champion is any bar, restaurant, or brewery — big or small — that has consciously chosen to serve draft beer from reusable stainless-steel kegs. These businesses have taken the “No Plastic Pledge” and are working exclusively with brewers who ship draft beer in steel kegs, not in single-use containers. It’s a simple shift with a massive impact. They’re proving that sustainability can be simple, effective, and profitable.

And how do the participants themselves benefit, what are the effects of such a nomination?

Brand: Recognition is powerful. By spotlighting these pioneers, we’re encouraging others in the industry to follow suit. And the recognition goes beyond the industry spotlight. Each winner will get a promotional video made about them. So, the celebration extends into the community, making the award even more meaningful.

Can you share a few stories from past winners?

Brand: Absolutely! In 2023, we honoured Buffalo Wild Wings in the US – they tap a keg every 35.7 seconds, which is incredible. For Buffalo Wild Wings, beer, and more importantly good beer, is just as important as their famous hot wings. Their wide beer range counts 30 different local, regional, and national brands – making sure there is a beer for every guest. Buffalo Wild Wings insists on high quality as well as a sustainable agenda, so using the original, sustainable steel keg, they get to serve a massive amount of beer without compromising on quality or sustainability. Buffalo Wild Wings is actually eliminating 6000 tonnes of greenhouse gas emissions and 15 million LBS of single-use containers yearly. Actually, customers prefer a cold, fresh draft beer with their wings.

But there have been other winners of the Keg Champion Award over the years.

Adnams Brewing Company from the UK produces grain-to-glass beers using locally grown ingredients and has done for 150 years. They have received the Queen’s Award for Enterprise for Sustainable Development, three times, marking them out at as one of the UK’s leading businesses for sustainable practices. As champions of sustainability in the brewing industry they were more than worthy recipients of the Keg Champion award.

The Tap House Notts, UK won the award in 2024. Just because draft beer in Ireland and the UK has been bound in tradition for so long, does not mean there’s no room for innovation. Tap House Notts innovative self-pour technology, where customers can experience the feel of pouring a proper pint by themselves, an experience typically known only to the bartender, has made the pizza house an obvious choice for our award.

All our winners have gratefully accepted our Keg Champion Award. They are honoured to be recognized for their hard work in promoting sustainability as well as fresh draft beer.

What categories are available, and how can people apply for nomination?

Brand: There are no categories this time, everyone is welcome. Participating is very simple — just head to www.steelkegassociation.org/kegchampion, and fill out the form. Whether you’re a loyal customer, employee, or industry peer, your voice can help bring well-deserved attention to these changemakers.

If you know a venue that’s setting the standard for sustainability, now’s the time to act. Nominations close on June 30, so don’t wait. If your nominee is selected, you’ll need to attend drinktec 2025 in Munich to accept the award in person. The ceremony takes place on Wednesday, September 17th at 3pm at the BRAUWELT booth (Hall C3/300).

We can’t wait to raise a glass with the newest Keg Champions! This isn’t just about awards. It’s about celebrating people who are making beverage service smarter, more sustainable, and better for everyone. ## Many thanks for this interview, and all the best for the future!

This interview was conducted by BRAUWELT International Editor-in-Chief Dr. Lydia Junkersfeld