einride and carlsberg launch electric beer merging freight innovation and brewing tradition

Electric Beer: Sustainable Freight Meets Brewing Innovation

What happens when electric freight meets brewing tradition? Electric Beer is the unexpected fusion of cutting-edge freight technology and iconic brews. The bold collaboration between tech trailblazer Einride and brewing icon Carlsberg Sweden celebrates a beer that is delivered entirely by electric trucks and designed to tell its own story. This alcohol-free beer turns sustainable transport into an experience. From hops to hand, it’s a taste of the future.

Einride, a leader in electric and autonomous road freight, has partnered with Carlsberg Sweden to electrify and optimize their freight operations. With plans to scale by the end of 2025, Einride’s technology is set to power 35–40% of Carlsberg Sweden’s freight, running emission-free across the southern and western regions of the country. To celebrate their expanded partnership, the two companies launch Electric Beer, a limited-edition alcohol-free brew transported entirely by electric trucks. More than just a regular beer, the can is designed to showcase the entire transportation journey and the technology behind it. Each Electric Beer can comes equipped with a scannable QR code, leading consumers to electricbeer.tech, where they can trace the beer’s journey from production center to final delivery. ‘From hops to hand.’

Electric Beer Communicates Freight Technology Through Design

Electric Beer is not only a celebration of sustainable transport but also a tool to educate and inspire decision-makers, business stakeholders, and beer lovers alike. The experience unveiled how data, AI, and intelligent road freight are used to optimize every step of the freight process, from route planning and utilization to energy management, making transportation smarter while reducing emissions. To convey these innovations in a way that resonated with both experts and the general public, design became a vital storytelling tool.

‘Design has always been part of Einride’s DNA, from the user interface of our software to the design of our Autonomous trucks and charging stations. Every detail is carefully considered to create the best possible experience and add value. Our branding, marketing, and products all work together to shape how the world perceives the Einride brand. With Electric Beer, it was important to apply that same level of design thinking, to create something that not only looked great but also delivered value and helped people understand the positive impact of electric road freight,’ says Rasmus Keger, Creative Director at Einride.

This project marks the first, but certainly not the last, collaborative effort to communicate the shared commitment between Einride and its partners in a compelling and creative way. While this initiative took the form of an electric beer, future expressions of that partnership could take on any shape or format. To bring this first collaboration to life, design played a crucial role in translating complex technology into a clear and engaging experience.

‘The can was designed to clearly communicate ‘electric.’ One of our favorite, and effective, design tests is the emoji test: would this design work as an emoji and still get the idea across? If yes, that’s usually a good sign that the design is simple and impactful. We also wanted the web experience to be both engaging and easy to grasp, while still offering solid facts for tech enthusiasts. Smarter, more sustainable transport impacts everyone. After all, nearly every product around us arrived by truck, so it was important to make the experience simple, accessible, and easy to understand,’ says Rasmus Keger, Creative Director at Einride.

project info:

name: Electric Beer
designer: Einride Design | @einride

collaborator: Carlsberg Sweden | @carlsbergsverige

Einride Design:

creative director: Rasmus Keger

design lead: Rui Eduardo

senior graphic designer: István Vasil

motion designer: Saúl Yance

editor: Robin Lidbom

3D and visualization artist: Albin Lindetorp

CGI & Unreal engine artist: Dimi Kyryliuk

CAD sculptor: Maxime Legat

product designer: Mattias Hemmingsson

managing director: Nick Martin

advisor: Tony Högqvist

head of comms: Katarina Hedström

GM / co-founder and deputy CEO, Einride: Linnéa Kornehed Falck

Carlsberg Sweden:

director of corporate affairs: Casper Danielsson

sustainability manager: Anna Anderberg