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Brief Published: 2 Nov 2016

Carlsberg’s Wood Fibre Bottle


After announcing its intention to develop a sustainable bottle in 2015, Danish beer brand Carlsberg has now revealed its new eco-friendly bottle design made from sustainably sourced wood fibre. Still in the technical stages of development, the concept will ultimately be test-launched in a pilot release in 2018.

The design, which was conceived in partnership with Danish packaging company EcoXpac and design agencies CP+B Copenhagen and Kilo, enables the bottle to degrade into environmentally non-harmful materials.

Chiming with ideas of a ‘circular economy’, trees will be planted at the same rate that they were harvested to produce the packaging.

This notion of production offsetting can be widely seen across the food and drink landscape, as brands attempt to counterbalance their impact on natural resources (see also Reframing Rare).

In our Culinary Provocateurs report we explored the idea of ‘natural capital’ – where factors like water usage and carbon footprint are taken into account when calculating the true cost of a product. This sort of thinking is becoming much more top-of-mind, not only for brands but also for conscious consumers who demand a more accountable approach from product developers.

For a wider look at alcohol packaging innovations, see Alcohol Packaging Trends 2016. Meanwhile, Packaging Futures 2016-17: Sustainability hones in on eco-aligned packaging concepts.