PortAventura World and Familia Torres, two B Corp companies that share a strong commitment to a responsible business model, are joining forces to drive a wine bottle return and reuse project that will make it possible to recover containers from different food and beverage outlets across the resort, with the help of POTS, a company specialising in container reuse. The pilot project is expected to start with between 8,000 and 10,000 bottles, with a scalability potential that would make it possible to recover up to 56,000 containers per year.
This model introduces a change from the current process, in which the wine bottles consumed are managed within the glass waste stream for subsequent recycling. With this new project, the selected bottles will be separated at PortAventura World's own food and beverage outlets for subsequent delivery to POTS, which will be responsible for their washing and treatment, so that the same containers return to Familia Torres to be refilled with wine and re-enter the PortAventura World circuit.
The circuit, already up and running, operates with four different wine references, with the possibility of expanding to up to 50. To make this possible, adjustments have been made to the labelling and batch marking so that the bottles can be properly sanitised and reused. The project currently includes the PortAventura Convention Centre, several resort hotels and some PortAventura Park restaurants.
In the words of Choni Fernández, Director of Park Operations and Sustainable Innovation at PortAventura World: “As the first B Corp-certified theme resort, at PortAventura World we seek to build the circular economy based on concrete changes in the way we operate that allow us to scale up its results. The collaboration with Familia Torres allows us to move from a model based on recycling to one in which we keep bottles in circulation, preserving the same quality of product and container with which they arrived at the resort”.
Based on Familia Torres' experience in previous bottle reuse projects, carbon emission savings are expected to be significant. Taking as a reference the two most recent projects –the now-completed REBO2VINO pilot project and the large-scale project in the Netherlands, which continues to add reused bottles– emission savings could reach figures of between 40% and 60% compared to the single-use bottle alternative.
For Mireia Torres, Director of Innovation and Sustainability at Familia Torres: “The reuse of glass bottles is a key opportunity to significantly reduce the CO2 emissions associated with the wine sector and, at the same time, optimise the use of natural resources, essential aspects in the current context of climate crisis. For Familia Torres, this project with PortAventura World is a natural step after having considerably reduced the weight of the bottles we use for our wines and having tested this reuse system in different pilots and real-life experiences”.
For Mireia Torres, Director of Innovation and Sustainability at Familia Torres: “The reuse of glass bottles is a key opportunity to significantly reduce the CO₂ emissions associated with the wine sector and, at the same time, optimise the use of natural resources, essential aspects in the current context of climate crisis. For Familia Torres, this project with PortAventura World is a natural step after having considerably reduced the weight of the bottles we use for our wines and having tested this reuse system in different pilots and real-life experiences.”
One step further towards circularity and regeneration
The new initiative is part of PortAventura World's new 2026-2028 sustainability strategy. Under the slogan “Join the ride, change the World”, this new action plan, organised into three strategic pillars (environmental, social and governance, and visitor experience), seeks to go beyond reducing the resort's impact by promoting initiatives aimed at the regeneration of ecosystems and communities.
Specifically, the strategic pillar "Ride to Regenerate", which addresses the environmental dimension, also focuses on the circular economy and the revalorisation of resources. In 2025, PortAventura World reduced total waste across the entire resort to 523 tonnes per million visits-overnight stays, which represents a reduction of 23.2% compared to 2019. In addition, the use of reusable cups made it possible to avoid the use of more than 2.3 million single-use containers.
This commitment is now complemented by the project developed together with Familia Torres and POTS, which is expected to serve as a precedent not only for extending the project to new food and beverage outlets across the resort, but also for incorporating more wine references and other product categories. The ultimate goal is to continue offering local food and beverage products while reducing their impact on the environment, without compromising their quality or the visitor's tasting experience.
