On the 1st of Septemer the Swedish unit of Carlsberg Group — Carlsberg Sverige introduced on the national market the new format of packaging for its Carlsberg Export Premium lager. An innovative Pet bottle with a crowncap gives an absolutely new point of view on what a premium bottle is.
The new PET bottle, created by Carlsberg’s Swedish and Danish innovation departments, is an important step in the company environmental commitment of the company. New bottle design is a contemporary mixture of a trendy and convenient packaging, while it is more sustainable comparing to glass due to reduction of carbon footprint.
«The plastic bottle, which were introduced in early 2000-s actually looked chep. The bottle with a crowncap highlights premium positioning of Carlsberg Export Premium and provides the feeling of drinking beer from a glass bottle. We feel that we have solved the probem of ‘cheap look’ with an attractive design and proper cap — that is what we mean by Premium PET, «says Otto Drakenberg.
The new bottle went on sale at Systembolaget and selected restaurants on October 1 for 15.90 SEK. The volume of alcohol — 5.1%.
In order to promote the new bottle, Carlsberg Sweden has organized a special fashion design competition — Premium PET Collection, based on a wordplay («PET» — polyethylene terephthalate, and a «pet» — domestic animal). Five Swedish fashion and design students were challenged to create fashion for dogs and the result can be seen at Premiumpet.se. Visitors can vote onlineuntil the 21th of October. The price for the winning student is 10 000 sek in travel vouchers.
The organizers of the competition noted that no dogs were harmed during the photo shoot.