Carlsberg is moving forward with its ‘Fibre Bottle’ sustainable packaging project as a trial launches in Western Europe.
Around 8,000 of the bottles, comprising an outer layer made from wood fibre and a plant-based polyethylene furanoate (PEF) inner lining, will be promoted at festivals and “flagship events” in eight markets this Summer. Consumers in Denmark, Finland, France, Germany, Norway, Poland, Sweden and the UK will be invited to provide feedback to the brewer that “will inform the next generation of design” for the packaging, which is both bio-based and recyclable.
The Fibre Bottle first appeared as a prototype in 2019, coinciding with the foundation of Paboco, the bottle’s creator company that features The Coca-Cola Co, Pernod Ricard’s The Absolut Co unit and Carlsberg as its “pioneer brands”, along with L’Oreal.
“Carlsberg will continue development, together with [lining developer] Avantium and Paboco, to arrive at a tailored 3.0 solution that is equally suitable for primary beer packaging, using this year’s consumer feedback and Paboco’s developments,” the group said this week.
Carlsberg ultimately intends to offer the Fibre Bottle as a complementary packaging solution to glass bottles and cans rather than as a replacement.
Earlier this week, the Denmark-based group confirmed the pending departure of its CFO after six years in post.
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