New fibre based packaging for Privatbrauerei Hirt’s e-commerce expansion

DS Smith has collaborated with the brewery, Privatbrauerei Hirt in Austria, to support the launch of a new e-commerce outlet.

The exclusive beverages including beers, lemonades, vinegars, and spirits from Privatbrauerei Hirt, are popular gifts for consumers in the region and are being made available online to meet a growing demand for the brand’s alcoholic and non alcoholic beverages. In collaboration, the two companies created a bespoke e-commerce packaging solution to provide optimal protection for the brewery’s products in 0.5 litre and 0.75 litre glass bottles, during storage and transportation to e-commerce customers.

The fibre based and sustainable packaging is effective in securing critical areas of the products, such as the cap and base of the glass bottles and it incorporates shock absorbing edges and securing tabs. It is also 100% recyclable, with no inclusion of plastic components. 

As a part of the design strategy and implementation, the DS Smith team applied its Circular Design Metrics (CDM) tools to measure and quantify the sustainability performance of the new packaging across eight key indicators, ranging from carbon footprint, and reuse to materials reduction, supply chain optimisation, and recyclability. 

Heimo Schader, managing director, Privatbrauerei Hirt, Austria, said: ‘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 recognisable branding, and this ensures an exceptional unboxing experience.’

In addition, the design means that the packaging solution is suitable for products in bottles in a variety of different shapes and sizes – making the solution a cost effective and flexible option without the need for the inclusion of extra components to bolster the internal support structure.

Dieter Glawischnig, managing director, packaging, DS Smith Austria, said: ‘Our mission was to develop a smart, sustainable packaging that meets the high standards expected of premium beverages and uses less materials, while providing a comprehensive and robust product protection in terms of casing. This is a crucial factor and key consideration for many of our customers in today's booming e-commerce landscape. We are also satisfied that the packaging has an elegant and natural aesthetic uniquely combined with delicate white flexographic printing. This is intended to hint at the quality of the beverages inside the box and ensure that Privatbrauerei Hirt's branding is bold and immediately recognisable.’

Privatbrauerei Hirt has a brewing tradition that spans over 755 years, and the company has a reputation that is synonymous with quality and regional produce, and skills. The brewery distributes its products exclusively to e-commerce customers in Austria.