Carlsberg reveals Fibre Bottle trial

Generation 2.0 Fibre Bottle will be sampled to 8,000 consumers in Western Europe

Carlsberg next generation Fibre Bottle, is made from sustainably sourced wood fibre and has a plant-based lining. Image: Carlsberg

After the worldwide launch of the Snap Pack – which saved the oceans from 1,200 tonnes of plastic a year – in 2018, Carlsberg is revealing its newest packaging innovation today.

With an outer shell made from sustainably sourced wood fibre, and a plant-based lining, Carlsberg sees the fully recyclable Fibre Bottle as the future of drinks packaging.

The Snap Pack led to other drinks giants, including Guinness, following suit to get rid of their plastic rings. With the new Fibre Bottle, Carlsberg aims to provide customers with a low-carbon alternative to traditional beer bottles and cans.

In its largest pilot to date, Carlsberg Group has today revealed the trial of its new Fibre Bottle, putting the bio-based and fully recyclable beer bottle into the hands of consumers for the first time. With a continued focus on evolving technology and sustainable practices, the bottle also contains beer brewed with organic and regenerative barley.

The pilot, which is vital to accelerating Carlsberg’s ambition of making the beer bottle a commercial reality, will see 8,000 Fibre Bottles being sampled in eight Western European markets: Denmark, Sweden, Norway, Finland, United Kingdom, Poland, Germany and France.

The bottles will be placed into the hands of local consumers, customers and other stakeholders through select festivals and flagship events, as well as targeted product samplings. Testing at this scale will give Carlsberg the opportunity to gather feedback on people’s experiences of the product, which will inform the next generation of design.

Carlsberg’s next generation Fibre Bottle is the result of an ongoing innovation project with the Paper Bottle Company (Paboco), Avantium and its partners in the Paper Bottle Community.

Carlsberg has also revealed that the beer inside the bottle will be more sustainable. In collaboration with barley malt supplier Soufflet, Carlsberg has used barley that has been cultivated using organic and regenerative agricultural practices.

Carlsberg will now gain customer and consumer feedback on the bottles, which will be rolled out at select festivals and flagship events, as well as targeted product samplings. The feedback will be used to inform the next version of the design.

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