Advancing Innovation and Circularity in Beverage Packaging: The Award-Winning Leffe Beer Multipack

Advancing Innovation and Circularity in Beverage Packaging: The Award-Winning Leffe Beer Multipack

A convergence of regulatory and market pressures and evolving consumer expectations is driving packaging innovation in the beverage industry. Consumers are increasingly demanding packaging that relies less on plastic and is easy to recycle, with recent research from Pro Carton revealing that “easy to recycle” is the most important feature for many consumers. At the same time, brands are under growing pressure to meet ambitious sustainability goals and to align with new legislative requirements, such as the EU’s Packaging and Packaging Waste Regulation.

Many beverage brands are in the process of, or have transitioned, from plastic shrink film to paperboard for their multipacks. Heavy multipacks of glass bottles that have already moved to paperboard have traditionally still relied on plastic reinforcement in the handle for strength, limiting recyclability and increasing environmental impact.

AB InBev wanted to solve this challenge for their multipack of Leffe beer glass bottles and worked with Graphic Packaging to develop a pack that securely holds 20 x 330ml glass bottles, is operationally efficient, strong through the supply chain, convenient, and recyclable, while supporting both brand sustainability goals and regulatory compliance.

A More Circular Solution

The previous plastic tape-reinforced handle was replaced with a solution made entirely from paperboard derived from renewable wood fiber. However, while traditional one-piece paperboard cartons rely on higher caliper paperboard for the entire structure to give adequate strength to the handle, increasing material content, this two-piece solution separates the structural demands into two components. A lightweight main carton is paired with a reinforced two-ply handle insert using dual-grain paperboard directions to maximize strength where it matters most. By enabling material reduction compared to traditional one-piece cartons, the design therefore minimizes waste and supports circular material flows.

The pack is recyclable in household streams and can include up to 30% recycled fiber content in the handle insert.

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A More Functional Solution

Operationally, the Leffe multipack delivers seamless integration into existing production lines. The pack runs efficiently on AB InBev’s current machinery without requiring retooling or capital investment. This ensures high-speed production with minimal disruption, allowing the brand to adopt the new packaging quickly and cost-effectively. By combining design innovation with manufacturing efficiency, the solution maximizes impact while maintaining cost control — a crucial advantage in today’s fast-moving beverage market.

A More Convenient Solution

From the consumer’s perspective, the new multipack offers notable improvements in convenience and usability. Research shows that consumers overwhelmingly prefer paperboard packaging to plastic, with “easy to recycle” cited as the most important feature (ProCarton,2025). The integrated handle is not only plastic-free but is also strong and sturdy, making it easy and safe to carry. Feedback from AB InBev’s consumer research confirms a preference for multipacks with handles, and the new design has received positive reviews for its strength and feel.

Award-Winning Recognition

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European Carton Excellence Awards 2025: Innovation Award

The European Carton Excellence Awards, hosted by Pro Carton and the European Carton Makers Association, highlight the most innovative paperboard packaging designs in Europe, spanning categories from food and beverage to pharmaceuticals and cosmetics. 

The Leffe beer multipack won the prestigious Innovation Award.

“It is extraordinary that a paperboard construction can securely hold twenty full glass bottles of beer. The moment you lift it, you feel its strength, and it inspires complete confidence. A sturdy, impactful design that demonstrates the true potential of paperboard. An excellent example of structural engineering, offering an alternative to plastic without compromising durability or performance.” 

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Paperboard Packaging Competition

Hosted by the Paperboard Packaging Council, this competition has recognized innovation in paperboard packaging for more than eight decades.

The Leffe beer multipack won an Excellence Award.

The pack was also shortlisted for two World Beverage Innovation Awards.

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Looking to the Future

The Leffe beer multipack created for AB InBev demonstrates how sustainability and operational excellence can go hand in hand. Its design not only meets the rigorous demands of their supply chain but also promotes circularity by eliminating plastic and ensuring full recyclability.

The journey from initial challenge to award-winning pack is a testament to the power of collaborative innovation.