Central to this is Carlsberg's use of Denmark's reverse vending machines, run by Dansk Retursystem.

CNN: Brewing giant Carlsberg's sustainability drive pays off

We were both holding Graves-designed Dansk glasses, half-filled with the 2006 Clos Pegase Merlot, a wine produced at a Graves-designed winery.

WSJ: Michael Graves, Drinking Wine With Lettie Teague