A quick introduction to Sustainable Packaging in Carlsberg Group 2013. For further information on Carlsberg Group's CSR activities, visit; www.carlsberggroup.com/CSR For comments and questions, contact CSR@Carlsberg.com

1. Sustainable packaging
in Carlsberg Group
Group CSR and Public Affairs
October 2013
Simon Hoffmeyer Boas, Senior CSR Manager

2. Agenda
Page 2
1. Introduction to Carlsberg Group & CSR
2. Sustainable packaging in Carlsberg Group

3. 3
This is Carlsberg Group today
No. 1
in Northern & Eastern
Europe and fourth largest
brewer in the world
500
different beer
brands
41,000
employees on
three continents
36,000,000,000
bottles of beer sold in 2012
150
Markets around
the world

4. 4
Founded in 1847 on a passion for beer,
science and art
1847 JC Jacobsen founds
the Carlsberg Brewery on a
hill outside of Copenhagen
1882 JC’s son Carl
Jacobsen builds his own
brewery next to his father’s
and calls it ”New Carlsberg”.
1868Carlsberg has
international ambitions from
the beginning and Exports it’s
first barrel of beer to Scotland
in 1868
1904 The famous Carlsberg
logo is designet by architect
Thorvald Bindesbøll. This logo
is still used today.
JC Jacobsen has great ambitions for his brewery and to make sure his
beer is brewed to the highest scientific standards he establishes the
Carlsberg Laboratory.
Carl Jacobsen has a great passion for art and architecture and creates
many spectacular buildings for his brewery. One of these is the
impressive Elephant Gate welcoming visitors to his brewery.

5. Carlsberg Group owns 4 of the top-10 beer brands in
Europe
5
1 Heineken 12.6
2 Baltika 12.6
3 Efes 9.9
4 Carlsberg 9.2
5 Chernigivske 7.4
6 Amstel 7.0
7 Obolon 6.8
8 Tuborg 6.7
9 Carling 6.5
10 Kronenbourg 6.4
Source: Canadean Wisdom, 22 February 2013
Top 10 Beer Brands
in Europe 2012 (million hl)

6. CSR is part of business strategy
Carlsberg group strategy Carlsberg CSR vision
Carlsberg CSR approach

7. Focus areas for 2013 to support position as the world’s
most efficient brewer on water, energy & CO2 emissions
Carlsberg CSR approach
GREEN BREWER
SUSTAINABLE
PACKAGING
RESPONSIBLE
DRINKING

8. Agenda
Page 8
1. Introduction to Carlsberg Group
2. Sustainable packaging in Carlsberg Group

9. 9
Within sustainable packaging we apply 4 different
approaches
Reduce weight
or change to
lower
environmental
impact
packaging
Increase re-use of
packaging
materials, main
focus on glass
bottles
Encourage consumers
to recycle packaging
and increase the
amount of recycled
content in new
packaging
Re-think packaging and
waste, for example
recycling of packaging
materials by channelling
the material into other
products.

10. The Sustainable Packaging Programme has 3
pillars
“Reduce environmental
impact and weight of
primary and secondary
packaging”
“Accelerate sustainable
packaging innovations
and explore new areas
to reduce impact”
“Increase awareness of
sustainable packaging
and promote recycling
among consumers and
customers”
Objective
Performance
improvements
REDUCE &
REUSE
Innovation
RETHINK
Awareness and advocacy
RECYCLEWork
stream

11. Summary of Carlsberg’s work on sustainable
packaging
• We are integrating CSR into the business 
Sustainable business development
• We take the life cycle impact of our packaging into
account when making new packaging
• We are working with the Cradle-to-Cradle design
perspective to prepare our packaging for re-entry into
another life cycle
• The consumers are key in achieving high
environmental standards
Page 11

12. 12
Carlsberg Group CSR Report 2012 available online
at: www.carlsberggroup.com/csr