In a recent press release Carlsberg Group announced their plans for a new Green Fiber Bottle.
Carlsberg has initiated a three-year project with packaging company ecoXpac, with the collaboration of Innovation Fund Denmark and the Technical University of Denmark, to develop a biodegradable and biobased bottle made from sustainably sourced wood-fiber, to be known as the “Green Fiber Bottle”.It will be a “non-transparent, non-breakable and with a visible fiber structure.” The new packaging will not impact the beer’s flavor and the bottles are expected to stay colder for a longer period of time as compared to aluminum cans.
But how much difference can a better bottle make? In 2013, the Carlsberg Group sold 36 billion bottles of beer in more than 150 markets. However, Jim Daniell, director of International Media Relations and Reputation Management at Carlsberg, tells us that the new bottle, if successful, won’t replace all existing Carlsberg bottles.
More sustainable packaging would do wonders for the company. According to its 2013 annual report, packaging accounts for around 45 percent of Carlsberg’s end-to-end CO2 emissions and is one of the biggest factors driving up costs. In addition to being made from eco-friendly materials, the bottle is likely to be lightweight, which would impact the company’s environmental footprint. Less weight per bottle would mean that the bottles would require less energy in the shipping process.
The Carlsberg Group is one of the largest brewery groups in the world, owning 500 beer brands including its flagship brand, Kronenbourg, Elephant, Tuborg, and Baltika. In 2013, it sold a total of 36 billion bottles of beer in 150 markets worldwide. According to its latest annual report, packaging accounts for approximately 45% of the group’s CO2 emissions.