Carlsberg Launches Crowdsourcing Competition: “Cheers to Green Ideas”

Partnership with Sustainia helps to ensure focus and outreach to the global sustainability community

Carlsberg today launched the “Cheers to Green Ideas” competition in partnership with Copenhagen-based Think Tank, Sustainia. Organisations, companies and members of the public around the world are invited to take part in the competition by submitting ideas on how to make Carlsberg beer more sustainable.

The ideas provided must help Carlsberg improve the environmental impact of beer, from production of raw materials, to brewing and transportation, all the way through to recycling of packaging. They should also inspire positive change in consumer behaviour to help drive a more sustainable future.

Examples could include, but are not limited to: innovative packaging ideas, ways of incentivising recycling, and technologies to increase energy/water efficiency.

The most innovative ideas will be awarded at the Sustainia Award ceremony in Paris on 6th December 2015. Two awards will be presented on the night, including:

·         The Cheers to Green Ideas Award: Aimed primarily at established companies or entrepreneurs with a viable sustainability concept. The winner will be awarded $US20,000 (£13,000) and a chance to collaborate with Carlsberg experts, and partners in the Carlsberg Circular Community.

·         The JC Jacobsen Special Award: Aimed primarily at consumers (fun, engaging, behavioral change-based ideas). The winner gets $US10,000 (£6,500) and a chance to collaborate with Carlsberg experts, and partners in the Carlsberg Circular Community.

Simon Boas Hoffmeyer, Sustainability Director at Carlsberg Group, said: “Since Carlsberg was founded in 1847 science, innovation and sustainability have played a key role in the company’s development, and the Cheers to Green Ideas campaign is a natural way of bringing this heritage into the 21st century. We are experts in brewing great beer, and by engaging professionals and consumers to contribute their own innovative ideas, we can work together to brew beer that is even more sustainable.”


Laura Storm, CEO of Sustainia, said: “Sustainable solutions within different sectors are ready and available today. From the food and beverage sector to fashion and transport, there is a myriad of solutions existing today that we should identify and scale in order to fuel the transition to a sustainable society. In Sustainia, we know that the best solutions are found in the nexus of businesses, civil society and policy and the Cheers to Green Ideas cooperation with Carlsberg is a testament to the power of co-creation.”

Ideas can be submitted from the 28th September until the 16th October, 2015. All ideas must be submitted via the website:, where additional information about the campaign can also be found.