A consortium of Carlsberg partners helped develop the new design
The new design of the company’s trademark 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 new design of Carlsberg’s Green Fibre Bottle was recently revealed 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.
As part of the work of the Carlsberg Circular Community, Carlsberg kicked off the development project in 2015 with Danish packaging company EcoXpac to develop a beer bottle made from sustainably sourced wood fibre. The first prototype of a fibre-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.
Sustainability Director, Simon Boas Hoffmeyer, revealed the new design at the Sustainable Brands 2016 Copenhagen conference. He said the new bottle is a milestone in the ambitious three-year project.
“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 Hoffmeyer.
“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 are on track on the project,” commented Håkon Langen, Packaging Innovation Director.
The Green Fibre Bottle is a landmark in sustainable innovation. Its fibres 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 Fibre Bottle is scheduled to be test-launched in a pilot market in 2018.
Sustainability
Earlier this year Carlsberg Group CEO Cees’t Hart joined the Alliance of CEO Climate Leaders, a coalition seeking to catalyse and aggregate action and initiatives by companies from all industry sectors with a view to delivering concrete climate solutions and innovations in their practices, operations and policies.
