DS Smith designs recyclable display for Carlsberg beer launch in Germany

DS Smith has partnered with Carlsberg Group to develop a recyclable corrugated cardboard display for the launch of the premium beer Kronenbourg 1664 Blanc to the German market.

“At DS Smith, we specialize in developing display solutions that not only elevate brand presence but also support the circular economy,” says Ronny Paassen, strategic account manager at DS Smith.

The display is created entirely from recyclable monomaterial corrugated cardboard.

“This project with Carlsberg is an example of how sustainable design and material innovation can deliver performance and environmental responsibility.”

The fiber-based cardboard display is designed for high-impact visibility. It features a contour-cut bottle silhouette, refined offset printing with varnish finishing, and a printed inner cover to enhance the brand’s look.

Ensuring brand visibility 

According to the paper packaging producer, the solution increases shopper interactions and brand store visibility. It is also said to have a modular design allowing flexible placement and scalability based on the retail location. 

Franz Engelhardt, channel marketing manager for 1664 Blanc at Carlsberg Group, Germany, says: “The launch of 1664 Blanc in Germany was a key milestone for us, and DS Smith’s display played a role in bringing the brand to life at the point of sale.”

“Its premium look and eye-catching appearance, combined with sustainable materials, helped us create a memorable first impression and a successful market entry.”

DS Smith adds that the display offers printed support elements that reinforce the structure of the overall packaging during shipment and maintain its aesthetic integrity. Using coated kraft liner paper helps with durability and reduces the need for plastic or composite materials. 

Recently, DS Smith provided fiber-based protective boxes for a mineral water company, Bosch hand mixers, and fresh produce. It also partnered with a Greek apparel company to provide its Tape Back box, facilitating e-commerce return processes and reducing packaging material.