Swedbrand

Carlsberg reveals its new Green Fibre Bottle

Blog post   •   Nov 10, 2016 06:30 GMT

The design of Carlsberg’s new Green Fiber Bottle was unveiled last month, as 500 business leaders joined the Sustainable Brands Community at the Sustainable Brands 2016 Copenhagen conference, aimed at inspiring business success through innovation and ‘Activating Purpose’ towards a sustainable future.

Carlsberg kicked off the project in 2015 in collaboration with the Danish packaging company EcoXpac. It aimed at developing a beer bottle made from sustainably sourced wood fiber. The first prototype of a fiber-based bottle was revealed in January 2015 by Professor Flemming Besenbacher, Chairman of the Carlsberg Foundation, at the World Economic Forum in Davos.

New Design

The new design of the beer bottle was developed with Carlsberg’s partners in the Carlsberg Circular Community as well as CP+B Copenhagen and Kilo, a Danish industrial design studio. The prototype, which has been prepared based on the distinctive Carlsberg design, shows how the bottle might look like when it hits the market.

“The new bottle is a great milestone in the project, as having a physical prototype makes it easier for us to explain the new packaging format to consumers and colleagues. I think the new bottle looks great and shows how we can use innovation and design to help shape products for a better tomorrow,” said Simon Boas Hoffmeyer, Sustainability Director.

Håkon Langen, Packaging Innovation Director, added: “The bottle has been created with input from some of the leading packaging specialists in the world, who are very excited to participate in the project. Though we still have technical challenges to overcome, we're on track on the project.”


The Green Fiber Bottle will be a landmark in sustainable innovation. Its fibers will come from responsibly managed sources, with trees replanted at the same rate that they are harvested. While the bottle will degrade into environmentally non-harmful materials if discarded randomly, the intention is that it will form part of a proper waste management system, just like today’s bottles and cans.

The three-year project is supported by Innovation Fund Denmark and the Technical University of Denmark.

The Green Fiber Bottle is scheduled to be test-launched in a pilot market in 2018.

Sources:

http://www.carlsberggroup.com/media/news/Pages/NewDesignoftheGreenFiberBottleRevealed.aspx

http://www.packagingnews.com.au/beverage/carlsberg-shows-its-fibre-with-beer-bottle-design

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