Paper bottles for Carlsberg

17 October 2019 | Becky White
I think I can safely say I’m by no means a beer drinker – I’ve tried it a fair few times, and still can’t stand the taste (sorry, Carlsberg). I’m much more of a gin advocate – but I have to say, after the launch of Carlsberg’s latest campaign, my opinion of the brand itself has been boosted.

However, I’m sure we can all recall a time where we’ve seen empty glass bottles and cans littering the streets – and, of course, these very rarely end up in the recycling bin. It’s about time we started taking action against waste and non-recyclable materials – and it’s the accumulation of this sentiment that has facilitated huge city protests, such as the recent Extinction Rebellion.

As I previously mentioned in my blog about All Bar One’s sustainability campaign, we’re in a global crisis when it comes to the state of the climate – plastics and non-biodegradable materials have made their way into the oceans, and the air we breathe is getting more polluted by the day. It’s certainly going to take more than one movement to reverse the damage we’ve done, but every effort made is a step towards a renewed, healthy planet.

This week, I was delighted to discover that Dutch brewing company Carlsberg has taken it upon itself to reduce the production of its non-recyclable packaging. The new ‘Green Fibre Bottle’ will be made entirely from sustainably sourced wood, and whilst the inner lining currently consists of a plastic film, it will eventually be made from biomaterials. These new bottles will be fully recyclable, and form part of Carlsberg’s campaign to have zero carbon emissions at its breweries by 2030.

Carlsberg has presented two prototypes of the world’s first paper bottle, which, combined with the Snap Pack that it introduced last year (using glue instead of plastic rings on six-packs) will help Carlsberg towards its sustainability goals. The beer brewing company is also hoping to reduce its carbon footprint entirely across its chains by 2030.

From a PR perspective, Carlsberg is very much staying in line with current sustainability trends – so as a company, it’s likely to do well from the campaign. PR aside, whilst I love that Carlsberg is reducing its waste and carbon footprint, I can’t say I’ll be sipping on a beer any time soon; I think I’ll stick to gin, for now.