DS Smith, an International Paper company and a leading global provider of sustainable fibre-based packaging solutions, has partnered with the brewery Privatbrauerei Hirt in Austria to facilitate the launch of an innovative e-commerce outlet.
The exclusive offerings, which include award-winning beers, lemonades, vinegars, and spirits from Privatbrauerei Hirt, are well-loved gifts among consumers in the region. The new online platform aims to satisfy the increasing demand for both alcoholic and non-alcoholic beverages from this esteemed brand. In this collaboration, DS Smith has developed a customized e-commerce packaging solution to ensure superior protection for the brewery’s products packaged in 0.5 litre and 0.75 litre glass bottles, during both storage and transportation to customers purchasing online.
Designing for Sustainability with Circular Design Metrics (CDM)
The sustainable packaging designed by DS Smith effectively secures vital areas of the products, such as the cap and base of the glass bottles, and features shock-absorbing edges as well as securing tabs. Furthermore, it is completely 100% recyclable, devoid of any plastic components.
As part of their design strategy, the DS Smith team utilized their unique and industry-first Circular Design Metrics (CDM) tools to measure and quantify the sustainability performance of the new packaging across eight key indicators. These indicators include carbon footprint, reuse, materials reduction, supply chain optimization, and recyclability.
Heimo Schader, Managing Director, Privatbrauerei Hirt, Austria:
“Our new packaging combines functionality with design and it can be assembled quickly and efficiently while being versatile for our diverse types of product ranges. We are excited that our customers can now enjoy our premium and high-quality products when they purchase from our new online shop. The fibre-based packaging also offers ample space for our impactful and recognizable branding, ensuring an exceptional unboxing experience.”
Tradition Meets Innovation
Moreover, the innovative design by DS Smith ensures the packaging solution accommodates a variety of bottle shapes and sizes. This flexibility makes it a cost-effective choice, eliminating the need for extra components to reinforce the internal support structure.
Dieter Glawischnig, Managing Director, Packaging, DS Smith Austria:
“Our mission was to develop smart, sustainable packaging that meets the high standards expected of premium beverages and utilizes fewer materials, while delivering comprehensive and robust product protection. This consideration is crucial for our customers in today’s rapidly growing e-commerce landscape. We are also pleased that the packaging maintains an elegant and natural aesthetic, uniquely combined with delicate white flexographic printing. This hints at the quality of the beverages inside the box, ensuring that Privatbrauerei Hirt’s branding is bold and instantly recognizable.”
Research from Euromonitor International indicates that sales of alcoholic beverages through e-commerce in Austria rose by 9.7% annually between 2019 and 2024, accounting for approximately 3% of total retail sales in the region.
Privatbrauerei Hirt boasts a brewing tradition of over 755 years, earning a reputation synonymous with quality and regional excellence. The brewery exclusively distributes its products to e-commerce customers within Austria.
DS Smith is committed to leading the industry transition to a circular economy while providing sustainable circular solutions for its customers across 34 countries worldwide. The company adheres to a target-led sustainability strategy, aiming to Redefine Packaging for a Changing World.
For further information, visit www.dssmith.com.
Explore more at www.internationalpaper.com and www.hirterbier.at.
