Recycling in a general sense means putting materials back into the raw-materials chain after use, which in most cases involves downcycling: the recycled material has become lower quality and is used to produce lower-value products. Downcycling is, more or less, a delayed form of waste. The highest achievable level of recycling is circularity. Complete circular-material reuse with no downcycling is our ultimate goal for KeyKeg recycling. Rather than being recyclable Kegs, KeyKeg is actually designed for circularity, which means that when a KeyKeg is empty it can be used to produce new KeyKegs, with no loss of quality. In other words, circular-by-design KeyKegs are reusable plastic Kegs that are continually reused as their own raw materials.