I don’t get this one. It only works by using the bottle deposit infrastructure that’s been there since the 70s and barely breaks even on carbon at the current recycling rate (about 1/3). Standardized wine bottles can be reused by any winery participating, but that also means either restricting ones market to places within the deposit network if you actually want to keep the bottles in the system or just hoping enough return to make it slightly cheaper than new bottles even after replacing filling equipment.