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After a year which must have been a PR disaster because of, well, the same kind of idiocy that created a toilet paper and pasta shortage, Corona has launched a new form of paper packaging for six-packs harnessing surplus barley straw.
Developed over three years at AB InBev’s Global Innovation and Technology Center (GITEC), this ground-breaking technology reimagines how to use barley, giving the essential beer ingredient new life as a sustainable packaging solution.
Combined with 100% recycled wood fibres, this process creates a paper board to produce new packaging that is as strong and durable as a regular six-pack, but better for the planet.
“Corona is a brand born at the beach. We’re deeply connected with nature and appreciate all that it has to offer, so we want to continue to do our part to protect it. Our deep reverence for nature is what inspires our vision to become a sustainability leader in the CPG industry, because we want everyone to be able to keep enjoying paradise,” said Felipe Ambra, Global Vice President of Marketing at Corona.“Starting with our own packaging, we assessed where we could make changes within our production and supply chains to make a real difference. We are proud to announce this first step in reinventing the future of packaging for our industry.”
Keenan Thompson, Director of Packaging Innovation at AB InBev, adds: “We’re excited to finally launch this new packaging innovation we’ve been developing over the past three years. At AB InBev we are continually pushing boundaries by developing scalable solutions. Today is a proud moment for us, not only are we providing an opportunity for farmers but we’re also delivering a more mindful solution to the consumer.”
The new packaging will launch with an initial 10,000 six-packs rolling out as a pilot in Colombia in March, followed by Argentina later in 2021 as Corona looks to scale the new solution globally.