The new design of the Green Fiber Bottle was unveiled at the Sustainable Brands 2016 Conference in Copenhagen. As part of the work of the Carlsberg Circular Community, Carlsberg kicked off the development project in 2015 with Danish packaging company EcoXpac to develop a beer bottle made from sustainably sourced wood fiber. The first prototype of a fiber-based bottle was revealed in January 2015 by Professor Flemming Besenbacher, Chairman of the Carlsberg Foundation, at the World Economic Forum in Davos.