Redesigning Multipack Packaging for a More Sustainable Future

In Japan’s competitive beer market—home to many of the world’s most respected brewers—even small packaging changes can have a major impact on sustainability and consumer experience. Asahi sought a way to move beyond traditional cartons to reduce material usage, lower product weight, and cut CO₂ emissions. The challenge was to find a packaging solution that met strict functional requirements while aligning with Asahi’s ambitious environmental goals.

Smurfit Westrock, drawing on decades of expertise in sustainable packaging, collaborated closely with Asahi to reimagine multipack can carriers. This partnership—built on shared values, open communication, and a drive for innovation—led to the development and introduction of CanCollar®, a fiber-based alternative that uses less material than traditional cartons. Designers at Smurfit Westrock focused on minimizing paper while ensuring a strong, secure hold, selecting their proprietary carrier-coat paperboard to achieve this. Asahi formed a special cross-functional team to fast-track the transition, becoming the first company in Japan to implement CanCollar® for its iconic Asahi Super Dry cans.

The move to CanCollar® has delivered significant sustainability gains and set a new industry benchmark. Asahi reports* approximately 70% less paper usage compared to traditional cartons, and full adoption could eliminate 8,800 tons of paper and 7,400 tons of CO₂ annually. The initiative has earned awards for its innovative, environmentally conscious design and sparked momentum across Southeast Asia, inspiring adoption in markets like Malaysia and Thailand. For consumers, the change means less waste, and for the industry, it demonstrates how thoughtful design can drive meaningful environmental progress.