Leffe Beer Multipack Triumphs with Innovation Award at Europe’s Leading Carton Competition

Leffe Beer Multipack Triumphs with Innovation Award at Europe's Leading Carton Competition

September 19, 2025

Graphic Packaging International has been recognized at the 2025 European Carton Excellence Awards, a scheme hosted by Pro Carton and the European Carton Makers Association (ECMA). The competition highlights the most innovative paperboard packaging designs in Europe, spanning categories from food and beverage to pharmaceuticals and cosmetics.

At the awards gala in Istanbul, Turkey, AB InBev's Leffe beer multipack with two-piece technology won the Innovation Award. This design is a true breakthrough for heavy glass bottle packs, eliminating the need for plastic-reinforced handles and replacing them with a fully paperboard solution. The two-piece structure offers maximum strength with minimal material, reinforcing the handle independently so the paperboard caliper can be reduced overall. The design also runs seamlessly on AB InBev's existing machinery, requiring no retooling or additional investment.

What the Judges Had To Say

"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."

Receiving a Gold Award in the Pharma & Healthcare category, the Mathys AG medical hip and knee implant packaging replaces a polyurethane foam inlay with a custom, integrated paperboard honeycomb structure that adapts to the shape of the implant. This eliminates the need for plastic and reduces the number of individual packaging SKUs from five to just two. It's a purpose-built, paperboard-only design developed with real-world healthcare supply chains in mind.

Jean-François Roche, senior vice president & chief commercial officer at Graphic Packaging, and president of ECMA, commented, "A European Carton Excellence Award is the highest professional recognition in our industry. It celebrates outstanding packaging solutions that embody creativity, functionality, and sustainability - qualities that define the future of paperboard.

"Each year, the winning entries demonstrate how remarkable our sector's innovation really is. They show packaging that protects products brilliantly, engages consumers emotionally, and reflects brands responsibly. Above all, they affirm paperboard's unique advantage as a truly circular, renewable material that is the leading way in sustainable packaging."

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