Carlsberg cashes in on Liverpool’s premier league title

Fans of English Premier League football team Liverpool FC are celebrating being the first in Australia to receive special champions cans of Carlsberg Pilsner to mark Liverpool FC winning this year’s English Premier League title.

The red, limited-edition 500 ml champions cans are being released in 25 countries around the world by Carlsberg, Liverpool FC’s long-standing sponsor.

The fans, most of them displaying Liverpool FC team colours, began gathering at the hotel from early morning with some driving up to five hours to get there.

Approximately 20,000 cartons have been produced for the Australian market under licence by Coopers Brewery and are now bound for liquor stores around Australia.

Coopers Director of Marketing and Innovation, Mr Cam Pearce, said The Highway had been inundated with pre-sales and the decision had been made to send the first shipment of cans to the hotel to meet that demand.

“The cans are now being rolled-out to major liquor wholesalers and selected venues around Australia,” he said. “Given the extreme level of interest, we don’t expect they will be available for long.”

The limited edition packaging sees Carlsberg switch its iconic green colour to Liverpool FC’s equally iconic red. The “champions cans” features Liverpool FC’s crest, player signatures and replaces the words “1847 onwards” (a reference to Carlsberg’s 173 year heritage) with the words “Champions, 2020 onwards”.

The cans are expected to sell for around $65 per carton.

Carlsberg moves to create paper beer bottle

Carlsberg Group is trying to  create the world’s first ‘paper’ beer bottle made from sustainably sourced wood fibres that is both 100 per cent bio-based and fully recyclable.

Carlsberg has unveiled two new research prototypes of its Green Fibre Bottle, which are the first ‘paper bottles’ to contain beer. Carlsberg also announced it has been joined by other leading global companies who are united in their vision of developing sustainable packaging through the advancement of paper bottle technology.

These developments are a continuation of Carlsberg’s sustainable packaging innovation journey and a key part of its sustainability programme, Together Towards Zero, including its commitment to Zero carbon emissions at its breweries and a 30 per cent reduction in its full value chain carbon footprint by 2030.

Two new prototypes
The two new research prototypes are made from sustainably-sourced wood fibre, are fully recyclable and have an inner barrier to allow the bottles to contain beer. One prototype uses a thin recycled PET polymer film barrier, and the other a 100 per cent bio-based PEF polymer film barrier. These prototypes will be used to test the barrier technology as Carlsberg seeks a solution to achieve their ultimate ambition of a 100 per cent bio-based bottle without polymers.

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Myriam Shingleton, Vice President Group Development at Carlsberg Group, said: “We continue to innovate across all our packaging formats, and we are pleased with the progress we’ve made on the Green Fibre Bottle so far. While we are not completely there yet, the two prototypes are an important step towards realising our ultimate ambition of bringing this breakthrough to market. Innovation takes time and we will continue to collaborate with leading experts in order to overcome remaining technical challenges, just as we did with our plastic-reducing Snap Pack.”

New partners onboard
Carlsberg kicked off the project to develop a bottle made from sustainably sourced wood fibres, the ‘Green Fibre Bottle,’ in 2015 alongside innovation experts ecoXpac, packaging company BillerudKorsnäs, and post-doctoral researchers from the Danish Technical University, supported by Innovation Fund Denmark. These combined efforts have resulted in the emergence of Paboco, the Paper Bottle Company – a joint venture between BillerudKorsnäs and bottle manufacturing specialist Alpla.

Carlsberg will now be joined by The Coca-Cola Company, The Absolut Company and L’Oréal in a paper bottle community – launched today by Paboco. The community unites leading global companies and experts with the vision of advancing sustainable packaging, offering high-quality products while reducing their environmental impact.

Myriam Shingleton continued: “The work with our partners since 2015 on the Green Fibre Bottle illustrates that this kind of innovation can happen when we work together. We’re delighted that other like-minded companies have now joined us as part of Paboco’s paper bottle community. Partnerships such as these, ones that are united by a desire to create sustainable innovations, are the best way to bring about real change.”

“We’re driven by our constant pursuit of better, to create more sustainable packaging solutions that help people to live more sustainable lives. Sometimes that means completely rethinking how things are done – pushing the boundaries of existing technologies and overcoming technical challenges as they present themselves.”

Gittan Schiöld, interim CEO of Paboco said: “It is all about the team! We are collaborating across the value chain, sharing the risks and are united in our vision that the paper bottle will become a reality and fundamentally change this industry for good.”

A constant pursuit of better
Carlsberg’s focus on sustainable packaging innovations is not new. In 2018, the Danish brewer launched a number of packaging innovations including recycled shrink film, greener label ink and the innovative ‘Snap Pack,’ which replaces the plastic wrapping around its six-packs with a solution that instead glues cans together.

Carlsberg’s packaging improvements are part of its long-standing progress of betterment and innovation, including developing scientific breakthroughs such as pure yeast and the pH scale.

Coopers to release Carlsberg mid strength beer

Coopers Brewery will add Carlsberg Mid 3.5% lager to its international beer portfolio.

The new beer, which is being brewed at Coopers’ Regency Park headquarters for the Australian market, will be one of the first mid strength versions of the iconic brand in the world.

An all malt light, easy drinking lager, the brewer says it will complement Coopers’ mid strength ale, Coopers Mild 3.5%.

Coopers National Sales and Marketing Director, Cam Pearce, said mid strength beers were the strongest growing category in the Australian beer market.

“Sales of Mild Ale 3.5% grew by 13.7% during 2015 to become Coopers third largest product by volume,” he said.

“We believe the category will continue to grow and we were looking for a mid-strength lager to round out our offering.

“Following discussions with Carlsberg, agreement was reached to brew and distribute Carlsberg Mid 3.5%.”

Pearce said the new beer would be available nationally from March.

Coopers already brews Carlsberg at its Regency Park brewery. The beer is distributed nationally by Coopers distribution company, Premium Beverages.