Absolut Vodka is to become the first global spirits brand to sell single-mould paper-based bottles commercially in the UK.
The Pernod Ricard-owned brand is embarking on a three-month test for its paper bottle with Tesco as part of a plan to create a 100% bio-based bottle that reduces CO2 emissions.
The paper bottle initiative is part of a wider collaboration with Paboco (the Paper Bottle Company) and their community of global brands – The Coca-Cola Company, Carlsberg, P&G and L’Oréal – to work collectively to help the drinks and packaging industries push the boundaries for sustainable packaging.
The move to selling the bottle in-store follows previous testing by Absolut at festivals in the UK and Sweden. The trial aims to gain insights from consumers, retailers and supply chain partners to inform the next steps on Absolut’s innovation journey towards a commercially-viable, fully bio-based bottle. Absolut will test how the paper-based bottle transports and how consumers perceive it.
Unlike the initial pilots, which were for Absolut Mixt, a ready-to-drink product that had a low ABV (5%), this bottle will be tested using the higher 40% ABV of Absolut Vodka.
The 500ml-sized single-mould paper bottles will be sold in 22 Tesco stores (RRP £16) across Greater Manchester throughout the summer. These first-generation bottles are made from 57% paper with an integrated barrier of recyclable plastic. Customers can recycle the packaging as paper through normal household waste.
While standard glass bottles are also recyclable, paper bottles are eight times lighter and easier to carry. The paper bottles retain the brand’s apothecary-inspired design, and the end goal is for them to complement Absolut’s glass bottle, not replace it. Absolut believes consumers will use the paper bottles in out-of-home occasions such as festivals.
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 to test the waters are going to be evermore crucial on our net zero journey.”
NAM Implications:
- Given the Paper Bottle Company’s branded portfolio.
- Combined with Pernod’s test of 40% ABV of Absolut.
- …this will be one to follow.
