As drinks giant Diageo announces it is trialling sustainable paper bottles for its Johnnie Walker whisky. And they are not the only ones!

So, we ask if paper bottles are likely to become the new normal.

The Innovation Behind Paper Bottles

Absolut Vodka previously collaborated with Paboco and the Pioneer Community, consisting of global companies Carlsberg, The Coca-Cola Co., Procter & Gamble, and L’Oréal, to launch a bottle that was 57% paper. Made from sustainably sourced wood fibre, Absolut’s first-generation single-mould bottles were made from 57% paper with an integrated barrier of recyclable plastic.

Although Absolut’s trial was limited to select Tesco stores in Manchester back in 2023, it remains a great example of how major brands are testing and developing alternative packaging solutions. Even though Absolut has not launched another commercially available paper bottle since that trial, its initiative is still at the forefront of consumers' minds when discussing sustainable packaging.

Elin Furelid, Director of Future Packaging at Absolut, said: “This is a step closer towards our vision of a fully bio-based bottle. We are exploring packaging that has a completely different value proposition. Paper is tactile; it’s beautiful; it’s authentic; it’s light. That was our starting point. But this is not just an idea on paper.

“We want consumers and partners to join our journey towards a more sustainable future. Together we can develop packaging solutions that people want and the world needs. That’s why bold partnerships with like-minded organisations to test the waters are going to be evermore crucial on our net zero journey.”   Read more here.

Sustainability drive as testing continues for Diageo

Whilst working with Swedish packaging company PulPak and PA Consulting, Diageo has run a trial of Johnnie Walker sustainable paper bottles in their Edinburgh-based 1820 Bar. 250 of the bottles, which are 90% paper, were tested over a four-week period.

The company also tested moulded fibre bottles at the Time Out Food Festival in Barcelona in May 2024. They took 2,000 bottles of Baileys Minis to the event, where they received a favourable reception.

Due to being 60% lighter than their glass counterpart, paper bottles could reduce carbon emissions by 47%. This could represent a significant step in Diageo’s ‘Spirit of Progress’ plan to cut carbon emissions by 50% by 2030.

So, will sustainable paper bottles take off?

I wrote a post on LinkedIn about five or six years ago about English Vine, which claimed to be the first to offer ‘paper bottles’. However, while their product did have a paper bottle outer, the liquid contents were held in a plastic ‘bladder’.

The contents from English Vine were very nice, but in all honesty, I’m not sure the packaging really worked as a truly sustainable product.

Whilst some users and analysts have labelled announcements from the likes of Carlsberg as ‘greenwashing’, my understanding is that moulded fibre bottles do not contain any fossil-based polymer. The plant-based polymer lining used in these bottles is compatible with conventional recycling systems whilst also being degradable for those occasions when it is discarded incorrectly.

Challenges of Adopting Paper Bottles

If I were a whisky or vodka drinker, I would certainly pick up a paper bottle. I suspect it will not be too long before paper bottles become commonplace in our supermarkets. However, there are still challenges ahead. The move to paper bottles requires substantial investment in new technologies and processes, and widespread adoption will depend on overcoming logistical and consumer acceptance hurdles. Not all brands or consumers are fully convinced about the practicalities of such packaging in every context.

The Future of Paper Bottles in the Alcohol Industry

These new innovations for paper from Diageo and the Absolut collaboration certainly look like strides forward in sustainable packaging with their trials in sustainable paper bottles. The figures for reducing carbon emissions are impressive and, I have to say, the bottles look fantastic. I suspect it will not be too long before paper bottles will be commonplace in our supermarkets.

Final Thoughts

Looking ahead, sustainable paper bottles represent a potential leap forward in sustainable drinks packaging. While there are obstacles to overcome, these early trials from major brands indicate a growing shift towards eco-friendly solutions in the drinks industry. As packaging innovation continues, the role of paper-based bottles could become a regular feature on supermarket shelves-ushering in a new, greener era for the drinks industry.

#LovePaper #paperbottles #sustainablepackaging