Beverage giant Carlsberg is looking into producing the world’s first beer in a cardboard bottle, marking a giant step forward for recyclable packaging.

The Danish company is working with moulded packaging specialists ecoXpac to develop the recyclable packaging concept, which it intends to bring to market in the next three years. The ‘Green Fibre Bottle’ will be made from sustainably sourced wood fiber or paper pulp, making it fully biodegradable.

This is a genius and positive move from all aspects as far as I am concerned and may even change the face of beers and wines. So, what’s involved?

 “Getting greener since 1847”

Firstly there is the design aspect. Not only has it got to look good, the boffins behind the scenes need to make it do good too.

It has to deliver beer to the same standard and taste that we all expect. And it has to be robust enough to withstand transportation.

The developers also want to maintain the fibrous look and feel of the bottle, so when it’s in your hand not only can you see it’s different you can feel it too.

There’s no doubt that the ‘Green Fibre Bottle’ will do wonders for the beer, as it will be non-transparent – even artificial light has a detrimental effect on beers and wines, which is why supermarkets tend to use softer lighting over beer and wine aisles to reduce spoilage.

As well as being 100% recyclable and made from recycled matter, the new pack will dramatically reduce the transport cost of shipping the beer around the world due to the weight difference between glass and cardboard. There will be less breakage and less waste.

Of course the recyclable packaging scores high on safety aspects too. At events and festivals, in bars and clubs, even at home, there will be zero incidents of people injuring themselves on broken glass.

 What is next for packaging?

I look forward to seeing how this progresses, both atheistically and the marketing behind it. Recyclable packaging is definitely something that I will be considering in forth-coming packaging projects.

To find out more about the ways that The Behaviours Agency can help you with packaging and to see our latest case studies click here.


Richard Garnett

Senior Designer