Eriksberg is a beer brand from Carlsberg on the Swedish market. Their Christmas beer has been around for years, but competition is intense. So, they needed to connect with new consumers. But people buy more Christmas beer than they actually drink. 57% of bottles remain unopened after the holidays. A lot of beer goes to waste. What if we could reduce waste and increase sales at the same time?

We looked beyond the role of Christmas beer and found a simple truth. Christmas beer and Easter beer are the same. So we gave the beer a second life. We created a dual-label design that allowed leftover bottles to be reused. Peel away Christmas, and the same beer is ready for Easter. One bottle. Two beers. Zero waste.

The solution was recognised as a no-waste approach across the board, combining physical design with a clear behavioural insight. Did it work? Well, sales increased by +34%. And Eriksberg strengthened its position in both the Christmas and Easter beer categories. Cheers!