In its largest trial to date, Carlsberg puts its first bio-based and fully recyclable beer bottle in the hands of the public this summer
This summer, Carlsberg drinkers in UK can say “cheers!” with Carlsberg’s first bio-based bottle to ever be put in the hands of consumers. Not only does the bottle generate fewer CO2 emissions than a single-use glass bottle, but the beer itself is also better – it has been brewed with fully organic barley that has been grown using more sustainable farming practices.
Fibre Bottle samples will be exclusively available in selected countries, which include the UK, Denmark, Finland, Norway, Sweden, France, Germany, and Poland. From Friday 24th June, Carlsberg will be giving British beer fans the opportunity to get their hands on these exclusive bottles, via social media giveaways.
The most significant innovation to the Fibre Bottle is the plant-based lining within. This pioneering PEF lining, made entirely from natural raw materials, protects the taste and carbonation of the beer. The outer shell of the bottle is made with sustainably sourced wood fibre and due to its insulating properties, it may keep the beer cold for longer compared to cans or glass bottles.
In addition to matching the quality and freshness of regular Carlsberg beers, the brew within the Fibre Bottle is made with barley grown using more sustainable farming methods. As well as removing carbon from the air naturally, these new farming methods also enhance soil health and improve farmland biodiversity – all helping to create a vision of a better beer for the future.
Carlsberg’s ultimate vision is for the Fibre Bottle to achieve up to 80% less emissions than current single-use glass bottles, which means that for the carbon footprint of every single-use glass bottle created, five Fibre Bottles could be created. Following product sampling and feedback gathering in the eight markets, Carlsberg will improve the design further, and continue working towards its ambition to make these bottles more widely available over time.
The Fibre Bottle is the latest sustainable innovation driven by Carlsberg, following the launch of Snap Pack, which removed the need for plastic rings on small packs, the use of reclaimed barley, and a number of other contributions from The Carlsberg Foundation – an organisation that funds supporting visionary and innovative basic scientific research that makes us smarter, addresses global challenges, produces growth and welfare, and is universally beneficial.
Sam Johnson, UK Head of Marketing at Carlsberg, said: “A commitment to innovation and progress is part of Carlsberg’s DNA and the new Fibre Bottle is the latest example of that. The bottle is the result of years of passion, hard work and collaboration – and another step forward in our journey to reduce the impact of our packaging. Getting these bottles in the hands of consumers to experience it for themselves is the next stage in the development and we’re delighted to be taking part in the trial”
Carlsberg Fibre Bottles will be available to 100 UK consumers via social media giveaways, throughout the Summer.
For more information, please contact: [email protected]