Cheers to Green Ideas

→ Finding sustainable solutions for the future of beer

Carlsberg and Sustainia have joined forces to ask people across the world for ideas on how to make Carlsberg’s beers more sustainable. We believe that ideas can come from anywhere and that using the knowledge of the crowd will help us get the best ideas. We need you, and your sustainable ideas!

Asking great minds for input is a part of Carlsberg’s DNA.

Carlsberg founder JC Jacobsen was extraordinarily passionate about f innovation and science and believed that a scientific approach to brewing was the key to producing beer of consistently high quality. JC Jacobsen was no scientist himself, but his vision led to the establishment of the Carlsberg Laboratory in 1875 where he employed some of the greatest minds of his time – including Louis Pasteur and Emil Chr. Hansen. This made Carlsberg the world’s first large industrial enterprise to invest in research and innovation. On top of making beer taste even better – the Carlsberg Laboratories have fostered some landmark scientific discoveries including the purification of yeast and the invention of the pH-scale.

With this campaign, we want to continue Jacobsen’s work to improve the art of brewing. If he was alive today, we are pretty sure he would have said “Cheers to Green ideas”.

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SUBMIT YOUR GREEN IDEA

SUBMIT

THE CHALLENGES

EXPLORE

THE SOLUTIONS

EXPLORE

THE AWARD

JOIN US


THANK YOU for helping us craft probably the greenest Carlsberg ever! – submissions are now closed

We believe that green ideas can be found everywhere: at universities, entrepreneurial start-ups, or during moment of inspiration over a beer at home. We have recieved an overwhelming amount of ideas and can’t wait to share the best of those ideas with the world. Thank you for helping us craft probably the greenest beer ever.

We look forward to updating this page with the finalists and winners of the competition.

REVIEW THE TERMS AND CONDITIONS

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KEY CHALLENGES

→ We’re continuously improving , but we can do even better!

In a world of finite resources, the mission is to use and re-use what we have in smarter and better ways.

We can do this by choosing more sustainable materials, using the newest technology and recycling everything we have.

These are the three main challenges where we need your ideas.

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MATERIALS

How to package beer in an eco-friendly way?

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From leaving the brewery until it is in your hand, beer needs to be packaged using more environmentally friendly materials. So will you be having your next beer from a wood fibre bottle? Or is your next six-pack wrapped in a new and sustainable way? Anything is possible.

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RECYCLING

How to increase recycling through better design, consumer innovation and smart incentives?

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Recycling starts with you. How can we ensure that good intentions turn into action when it comes to the disposal of bottles and packaging materials? We are looking for solutions that increase recycling among consumers through design, innovations and smart – maybe even fun – incentives.

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TECHNOLOGY

How to use less water and energy in producing beer?

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Water is a key element in beer brewing. Carlsberg wants to seize solutions, for instance in cleaning technologies, that use less water. How can we seize them to pursue a future of beer production where energy and water is used sustainably?

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CARLSBERG SOLUTIONS

→ Some examples of what are already doing to reduce the environmental impact of our business

The Carlsberg Circular Community was launched in 2014 and is a cooperation between Carlsberg and selected partners whose aim is to pursue a circular, zero-waste economy by using the Cradle to Cradle® (C2C®) framework when developing and marketing new products. The CCC is currently comprised of seven partners, with the goal of engaging 17 partners by 2017.

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CARLSBERG
GREEN FIBER BOTTLE

Carlsberg is developing the world’s first biodegradable beer bottle.

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In 2015, Carlsberg initiated a three-year project with packaging company EcoXpac (member of Carlsberg Circular Community), Innovation Fund Denmark and the Technical University of Denmark to develop the world’s first biodegradable and bio-based beer bottle.

All materials used in the bottle, including the cap, will be developed using bio-based and biodegradable materials – primarily responsibly sourced wood-fibres. Not only will that make the bottle fully bio-degradable but it will also require a lot less energy to produce than conventional packaging, which will help Carlsberg reduce reliance on fossil-fuels.

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CARLSBERG
BIOGAS COLLECTION

From waste to resource thinking

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Carlsberg always tries to make the most of materials used. In fact, many of Carlsberg’s breweries are re-using and recycling close to 100 percent of their total solid waste and by-products. Large volumes of by-products, such as brewer’s grains and yeast, are used in fodder or become a secondary raw material for high-quality fodder and food processing industries. Carlsberg often applies anaerobic treatment technologies that recover organic carbon to produce biogas, which is a source of renewable and clean energy. Carlsberg currently operates 15 biogas-recovery wastewater plants, which produce and use over 9.5 million cubic metres of biogas – that’s energy enough to heat 11,000 European homes.

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CARLSBERG
CONSUMER ENGAGEMENT

Kronenbourg runs “Recycle and Win” campaign at music festivals

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The French brewer Kronenbourg, part of the Carlsberg Group, engages consumers in recycling efforts at music festivals in order to reduce the amount of branded waste. Instead of running traditional awareness campaigns, the company uses gamification and technology to make recycling more fun and interesting. Machines are installed for depositing empty cans, plastic bottles, and plastic cups bought at festivals. Instead of consumers simply receiving money by returning their empties, a slot machine-like system gives them the possibility to win a “jackpot”. If three similar symbols line up, consumers can choose between receiving a gift or contributing the value of the gift (on average 50 cents) to the Kronenbourg Foundation, which donates the amount to a recycling awareness project. Some lucky festival-goers also win tickets to next year’s festival.

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AWARD

→ 2 awards will be given:

The Cheers to Green Ideas Award: The Award for established companies or entrepreneurs with a viable sustainability concept. The winner gets $20,000 USD and a chance to collaborate with Carlsberg experts, and partners in the Carlsberg Circular Community.

The JC Jacobsen Special Award: The Award for consumer ideas. The winner gets $10,000 USD and a chance to collaborate with Carlsberg experts, and partners in the Carlsberg Circular Community.

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FAQ

→ Frequently Asked Questions


Who is behind?

The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Our flagship brand – Carlsberg – is one of the best-known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. More than 45,000 people work for the Carlsberg Group, and our products are sold in more than 150 markets. In 2014, the Carlsberg Group sold 120 million hectolitres of beer, which is about 36 billion bottles of beer.

Sustainia is a sustainability think tank working to scale the deployment of innovative solutions and provide industries and organizations with a shortcut to sustainable transformation. Based on tangible know-how, innovation and technologies, Sustainia showcases the sustainable future we could achieve if existing solutions were implemented on a large scale.

Why are we doing it?

No company has all the answers. We know that by using the power of the crowd, we can achieve better innovation and together make beer more sustainable.

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What is the campaign about?

Cheers to Green Ideas is a public submissions campaign searching for ideas for how to make Carlsberg beers more sustainable. The campaign welcomes ideas for how to improve the full life cycle of a Carlsberg beer. Carlsberg is looking for innovative ideas for how to improve the lifecycle of a beer overall. This could include ideas for:

Materials: How to package beer in an eco- friendly way?

Recycling: How to increase recycling through better design, consumer innovation and smart incentives?

Technology: How to use less water and energy to produce beer?

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When are we doing it?

The campaign is accepting ideas during a 3-weeks period of Sept 28 to Oct 16.

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What is the award?

The Cheers to Green Ideas Award: The Award for established companies or entrepreneurs with a viable sustainability concept. The winner gets $20,000 USD and a chance to collaborate with Carlsberg experts, and partners in the Carlsberg Circular Community.

The JC Jacobsen Special Award: The Award for consumer ideas. The winner gets $10,.000 USD and a chance to collaborate with Carlsberg experts, and partners in the Carlsberg Circular Community.

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Who can submit ideas?

Literally everyone. Whether you are an established entrepreneur with a new sustainable packing material or a student with a good idea for how to encourage recycling of Carlsberg, we want to hear your idea. As long as your idea is relevant for the production of Carlsberg and checks of on the below mentioned criteria, we will be more than happy to review it.

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How do we decide the winner?

All submissions will be vetted by campaign partner Sustainia according to three criteria:

1 Improve the environmental impact of beer within the full value chain.

2 Inspire positive change in consumer behavior.

A shortlist of the most qualified ideas will then be reviewed by a jury of Carlsberg experts, which will determine the final winner.

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