DS Smith has worked with the Carlsberg Group to develop a ‘visually striking and fully recyclable’ display solution as part of the strategic launch of Carlberg’s premium beer brand, Kronenbourg 1664 Blanc, to the German market.
The fibre-based corrugated cardboard point-of-sale (POS) display features a contour-cut bottle silhouette, offset printing with varnish finishing, and a printed inner cover designed to enhance the look and feel of the brand.
The DS Smith design is intended for positioning across key retail zones – including gondola heads, entrance areas, checkout zones, and for presentation as a freestanding multi-display.
“The launch of 1664 BLANC in Germany was a key milestone for us, and DS Smith’s display played a crucial role in bringing the brand to life at the point of sale,” said Franz Engelhardt, channel marketing manager 1664 Blanc, from Carlsberg Group, Germany. “Its premium look and eye-catching appearance, combined with sustainable materials, helped us create a memorable first impression and a successful market entry.”
Beyond its visual appeal, the display is created entirely from mono-material corrugated cardboard material, and the unit is 100% recyclable. Additional printed support elements serve to reinforce the structure of the overall packaging during shipment, and to maintain the aesthetic integrity of the display, while the use of coated kraft liner paper is designed to ensure durability.
“At DS Smith, we specialise in developing impactful display solutions that not only elevate brand presence, but also support the circular economy,” added Ronny Paassen, strategic account manager at DS Smith. “This project with Carlsberg is a great example of how sustainable design and material innovation can deliver both performance and environmental responsibility.”
