The goal behind Conscious Container is to reduce the number of glass containers that end up in landfills each year. Instead, the bottles would be washed, sterilized, and sold back to places like Great Basin Brewery at a discounted price. Instead of around $0.15 a bottle, breweries would spend between $0.05 to $0.07 a bottle. McNamara says each bottle could be reused around 15 times. It’s a concept other developed countries have already embraced.