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A light, refreshing drink - anywhere

Carlsberg'sDivision Danmark has scored a world's first by launching a lightweight, refillable plastic bottle for Carlsberg and Tuborg beers that combines the best qualities of both glass and metal containers. The bottle is made from a plastic known as PEN (polyethylene napthalate), doesn't break, and when filled weighs around 35% less than its glass equivalent. It also features a pull-off cap, so that a forgotten bottle opener won't spoil a day at the beach. The bottle has been developed by Carlsberg with Swedish packaging firm PLM to meet all the demands of Danish legislation that requires beer and soft drinks to be packaged in standard, re-usable containers. The PEN bottle can be used up to 20 times - lasting between three and four years - before being recycled. Refillable plastic bottles have been used for soft-drinks in Denmark for many years, but these are not suitable for beer as they allow carbon dioxide to seep out and let oxygen in, damaging the quality of the beer. "We have reacted to a demand for an easier-to-carry beer that still has the same environmental advantages as glass," said Lars Kjær, executive vice-president, Division Danmark. "Results of our market research shows that lightweight packaging is accepted by consumers and in fact many actually prefer the new plastic bottle over the glass one." The light weight of the new bottle could also have benefits for the environment. Trucks transporting the bottles will use less fuel, and will also be lighter, leading to less wear and tear on the roads. The new 38cl bottle also has an unexpected side benefit for the consumer as it contains 15% more beer. The reason is that the plastic bottle's outer dimensions have to be compatible with the glass version, but because the plastic is thinner, there is more room for beer inside. The shelf life of the beer has been fixed at three months in order to ensure the beer that reaches consumers is as fresh as possible and at the same time to further circulation of the empties. For the time being only a limited number of bottles will be available, and to begin with only Carlsberg Pilsner and Tuborg Green Label will be bottled in plastic. The bottle will only be available in the retail trade. Market research showed that some drinkers were concerned that the beer might pick up a plastic taste from the bottle. "Of course, that just does not happen," says Lars Kjær. "The bottle has been approved for use and taste is not affected. Plastic bottles have been used for soft drinks for many years, with no change in the product's quality." However, there is one thing missing with the new bottle - the noise. The distinctive 'clinking' sound of glass bottles in Denmark won't be quite so loud in future. Ends. For further information or photographs contact: Andrew Arnold Carlsberg Corporate Communications Tel: + 45 33 27 14 36 e-mail: [email protected]