The following example case is intended for learning and inspiration purposes and is based on publicly known business practices.
Lupa Consulting has not been involved as an advisor in the process described.
Circular strategies in practice

Carlsberg, ecoXpac and DTU

A collaboration between DTU, ecoXpac and Carlsberg has innovated in a new type of beer bottle made from recycled tree fibres, making the bottle completely biodegradable, except for the cap.

SECTOR: 

Packaging

Location: 

Denmark

Circular strategies:

Renewable inputs, cradle-to-cradle

Why it's a great example of circularity in business

While exploring ways in which to reduce its environmental impact, Carlsberg found out that 40% of its footprint came from packaging, not from the brewing itself. Denmark already had a very successful return system to recover aluminium cans with a return rate of 97%, however a solution was needed for improving the impact of beer sold in glass bottles and in countries where no effective deposit system existed. Single use glass bottles require significant energy input in their manufacture and also comprise around 40% of the total weight of the product.

Carlsberg began a collaboration with ecoXpac and DTU as well as other packaging experts to develop a biodegradable bottle according to cradle-cradle principles. This project is a great example of a product that uses renewable inputs and shows the power of cross-industry collaboration and collaboration between academic and commercial organisations to for innovation in the field of sustainability.

The bottles are being in trialled in several countries and operational issues still being resolved. This case illustrates very well the system thinking approach needed to solve many challenges related to circularity. Carlsberg’s vision, is for the new Fibre Bottle to achieve up to 80% reduction in carbon emissions compared to current single-use glass bottles.

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