Absolut Vodka, a spirits brand owned by Pernod Ricard, has announced the introduction of a trial for a novel paper-based bottle in the United Kingdom. This innovative bottle is designed to have a reduced carbon footprint and is significantly lighter compared to the traditional glass bottles typically used by the brand.
Absolut claims that this trial will mark the first instance of a paper-based bottle being commercially available in stores from a global spirits company. The initiative represents a crucial step towards Absolut’s goal of becoming a carbon-neutral product by 2030 and developing a fully bio-based bottle. Currently, the production of glass bottles accounts for approximately half of Absolut’s environmental impact.
The newly introduced 500 ml bottle is composed of 57% paper and includes a recyclable plastic barrier. Consumers can recycle the bottle as paper through standard household waste disposal methods.
This initiative is a result of collaboration with Paboco (the Paper Bottle Company), which was established in 2019 through a partnership between Carlsberg Group, EcoXpac (now majority-owned by BillerudKorsnäs, a Swedish pulp and paper company), and bottle manufacturer Alpla. Paboco is also working alongside other notable brands such as The Coca-Cola Company, Carlsberg, P&G, and L’Oréal, with the aim of collectively enhancing packaging sustainability within the beverage and packaging industries.
According to Paboco, the new paper-based bottle is eight times lighter than the currently used glass bottle and has a reduced carbon footprint.
“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.”
Elin Furelid, Director of Future Packaging at Absolut
“Absolut Vodka has a rich heritage of collaborations and partnerships, and the brand is working towards developing packaging solutions that consumers want and our planet needs. Absolut remains committed to a sustainable future in which it continues to mix things up, with recyclable lighter paper-based bottles to complement Absolut’s iconic glass bottles. This ground-breaking test takes Absolut a step closer to that becoming a reality.”
Charl Bassil, Global VP Absolut
