Carlsberg Breweries A/S, a global brewing leader based in Denmark, aimed to reduce the environmental impact of traditional draught beer systems, which contributed to carbon dioxide (CO2) emissions through the use of CO2 tanks and the transportation of heavy steel kegs. Carlsberg developed the DraughtMaster system, which replaced CO2 tanks with recyclable plastic kegs, reducing emissions but raising concerns about plastic waste. In late 2021, Carlsberg’s efforts to expand the deployment of this eco-innovation to North America sparked questions about how the company should manage reputational and environmental risks. Should Carlsberg continue expanding or take a stronger stance on plastic reduction—or can it avoid framing this dilemma as an either/or choice?