DS Smith Unveils Next-Gen Sustainable Packaging Made from Recyclable Fibre

SEATTLE (Scrap Monster): DS Smith has partnered with Austria’s Privatbrauerei Hirt to introduce an innovative fibre-based sustainable packaging solution aimed at strengthening the brewery’s expanding e-commerce footprint. The new packaging will support the launch of Hirt’s online shop, designed to safely deliver its popular premium beers to customers across the region.

The demand for Privatbrauerei Hirt’s award-winning beverages has been rising swiftly, creating the need for durable and environmentally responsible packaging suitable for shipping. The newly engineered solution from DS Smith protects 0.5-litre and 0.75-litre glass bottles using shock-absorbing structural features and secure locking tabs that safeguard critical contact points such as the cap and bottle base. The design removes the need for secondary plastic packaging materials, offering a fully fibre-based, 100% recyclable alternative.

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Heimo Schader, Managing Director at Privatbrauerei Hirt, said the new packaging successfully merges strong protective performance with ease of use. He highlighted that the system can be assembled rapidly, is suitable for varied bottle formats, and supports premium presentation — an important factor for direct-to-consumer sales.

The launch aligns with major growth in online alcohol retailing across Austria. Industry data indicates that e-commerce sales of alcoholic beverages have grown by 9.7% annually between 2019 and 2024, now representing approximately 3% of total retail turnover in the sector. This trend is expected to continue as more consumers shift to home delivery and digital purchasing channels.

The collaboration reflects broader market movement toward sustainable packaging solutions and a circular economy approach, reducing reliance on plastics while supporting safe logistics for fragile goods.