IN JUNE, selected consumers and stake-holders had in their hands, for the first time, beer in a bottle made of wood fibre as Carlsberg Group launched its fibre bottle that is currently under development. Bottled in the Kronenbourg brewery in France, the batch of 8,000 bottles was distributed to eight countries: Denmark, Sweden, Finland, Norway, the United Kingdom, Germany, Poland and France. Finland received 300 bottles. "This was a trial run, and this sec-ond-generation fibre bottle will not be seen on the market," says Marja-Liisa Weckstrom, Vice President Corporate Affairs at Sinebrychoff, which is part of Carlsberg Group. "We are now collecting consumer feedback and information about how the bottle works in production, logistics and recycling."
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