Of course, it’s what’s on the inside that counts. That being said, with millions of bottles and cans being distributed and sold all over the world we need to think about our global impact and how we can be more sustainable. Carlsberg Circular Community, an innovative partnership with key packaging suppliers, aims at rethinking the design and production of packaging material so as to minimize waste and optimize reuse and recycling. For example, in three years time, you might be drinking beer from our new #GreenFiberBottle, made from sustainably-sourced wood fibre. The new bottle will be 100% biodegradable, meaning zero waste.