Carlsberg is on ‘the pursuit of better’

25 November, 2019 by Deborah Jackson

Carlsberg has begun rolling out innovative new packaging in the Australian market that is not only more environmentally sustainable but also results in fresher tasting beer.

The 170-year-old brand’s new look is a part of a global roll-out of packaging innovations that are chasing ‘the pursuit of better’.

Advertisement

Globally consumers are looking for products that make a positive impact on people and the planet, so Carlsberg has implemented a variety of new initiatives to move towards sustainability.

From November, all Carlsberg Pilsner 330ml bottles sold in Australia will feature distinctive new labeling that uses Cradle to Cradle™ certified inks that improve recyclability.

Cradle to Cradle Certified™ is a globally recognised measure of safer, more sustainable products made for the circular economy.

Carlsberg bottles will also feature new Zer02 oxygen scavenging bottle caps that remove oxygen from the head space in the bottles, reducing flavour oxidation and thereby resulting in a fresher tasting beer, for longer.

These innovations represent some of the first consumer-facing manifestations of Carlsberg’s sustainability efforts launched in Europe last year and now rolling out in Australia. In Europe, these innovations have included the recently launched Green Fibre Bottle prototype, which are the world’s first fully recyclable ‘paper’ beer bottles.

Cam Pearce, Marketing and Innovation Director of Coopers said that sustainability is the focus and the goal is to deliver great quality beer with less of an environmental impact.

“Through our work with EPEA Hamburg and Cradle to Cradle™ we created a road map for making our packaging better.”

The new bottles will be available in retailers across the country from December and will be supported by exclusive in-store displays, promotions on money-can’t-buy experiences, and merchandise.

These packaging updates are just the beginning of a few world-first upgrades Carlsberg is making to its products that will be rolled out in Australia over the next month.