Electric Beer is more than just a non-alcoholic beverage—it’s a symbol of innovation and sustainability born from the collaboration between tech pioneer Einride and brewing giant Carlsberg Sweden. This unique beer combines cutting-edge electric freight technology with the timeless tradition of brewing, creating a tangible taste of the future delivered entirely by electric trucks.
A Sustainable Journey from Hops to Hands
Einride, known for its leadership in electric and autonomous road freight, is powering 35% to 40% of Carlsberg Sweden’s freight by the end of 2025, aiming for zero-emission operations across southern and western Sweden. To celebrate this milestone, the two companies launched Electric Beer: a limited-edition, non-alcoholic beer whose journey from production to delivery is fully electric.
Each can features a scannable QR code directing consumers to electricbeer.tech, where they can track the beer’s entire journey—showcasing transparency and turning sustainable transportation into an interactive experience.
Design as a Storytelling Tool
The design of Electric Beer plays a crucial role in communicating the complex technology behind this innovation. Rasmus Keger, Creative Director at Einride, emphasizes that design is integral to their brand—from user interfaces to self-driving trucks and charging stations. The beer can’s design had to clearly communicate the concept of “electric” in a simple, engaging way that resonates with both experts and the public.
A favorite design test was the “emoji test”: if the design still conveys “electric” when reduced to an emoji, it’s a powerful and effective design. This approach ensures that the message of smarter, more sustainable freight is clear and accessible.
More Than a Beer: An Educational Experience
Electric Beer aims to inspire not just consumers but also policymakers and business leaders by revealing how data, AI, and smart freight logistics optimize transportation routes, energy use, and emissions reduction. It turns the abstract concept of electric freight into a relatable, enjoyable experience.
Looking Forward
While Electric Beer is the first creative expression of Einride and Carlsberg’s partnership, it won’t be the last. This project sets a precedent for how technology and tradition can unite through thoughtful design to foster sustainability and innovation.
Electric Beer is a refreshing sip of the future, where innovation, design, and sustainability flow together from brewery to doorstep—all powered by electric trucks.
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