Carlsberg Reveals ‘beer Bottle Of The Future’ At SailGP
Carlsberg Denmark has unveiled the ‘beer bottle of the future’ in Copenhagen ahead of the ROCKWOOL Denmark Sail Grand Prix, which takes place on August 19th to 20th.
The 100% bio-based and reusable bottle will be available over the counter for the first time in Denmark at Champions for Change, SailGP’s thought leadership programme that brings leaders and sustainability advocates together to talk about their approach to the climate crisis and share valuable learnings.
The bottle, which has been created in collaboration with Paper Bottle Community, consists of wood fibers, while the internal barrier consists of a plant-based mass that keeps the beer fresh and full of flavor.
Sustainability Manager at Carlsberg Denmark Tenna Skov Thorsted, said, “We’re proud to finally be able to present our new Fiber Bottle. It’s been a big innovation project we’ve been working on since 2015, so it’s fantastic to reveal the bottle so those interested can get their hands on it and taste the beer for themselves.
“We’re thrilled to launch our bottle at the ROCKWOOL Denmark Sail Grand Prix. SailGP’s purpose is to accelerate the transition to clean energy and be the world’s most sustainable and purpose-driven sports and entertainment platform. It is a purpose that goes hand in hand with our many sustainable initiatives.”
SailGP global director of purpose and impact Fiona Morgan, added, “With our ambition to be the world’s most sustainable and purpose-driven global sports platform, we have always had a strong focus on collaborating with like-minded brands to find sustainable solutions, so we are really excited to work with Carlsberg and launch the ‘bottle of the future’ that, from our point of view, shows real innovation in packaging and design.”
The Fiber Bottle originates from an open collaboration and was made to see if it was possible to make a bio-based and degradable beer bottle that could be reused.
Thorsted said, “It has been our goal to rethink what is possible for beer packaging and create the beer bottle of the future. We’re not there yet, but this is a big step in the right direction. We’re now introducing the bottle to the ROCKWOOL Denmark Sail Grand Prix to collect feedback and continue working with our partners. The vision is that the Fiber Bottle should have a CO2 release that is 80% lower than a disposable glass bottle.”
In addition to Denmark, the Fiber Bottle has been tested in seven European markets over the summer, where feedback has also been collected. Carlsberg intends to make the bottle commercially available over time.
