Pernod Ricard’s Absolut Vodka brand is this week rolling out a prototype paper bottle in both the UK and Sweden.
The company stated that the trial was the first step in achieving a fully bio-based bottle able to contain spirits. Absolut will begin by testing an initial batch of 2,000 bottles amongst consumers.
The prototype is made up of recyclable content – 57% paper and 43% recycled plastic – with the plastic making up a thin liquid-proof layer within the bottle that can be recycled after use.
Pernod Ricard revealed the project is a collaborative initiative with the Paboco pioneer community which includes several industry leaders in the FMCG sector. With the aim of driving sustainable innovation in the bottling industry, Absolut and the Paboco partners are seeking to “challenge the mindsets of both consumers and players across the spirits industry, by creating a sustainable alternative to traditional methods of packaging”.
In the UK, the trial will see Absolut partner with sustainability influencers to drive awareness of the prototypes on social media and offer consumers the chance to win a uniquely numbered paper bottle. The influencers are also being challenged to customise a bottle with their own design and create a limited-edition item for their followers to win.
Marnie Corrigan, Brand Director at Pernod Ricard UK, commented: “Absolut understands the crucial role we must all play in having a positive impact on the environment. Lasting change takes time and the paper bottle explores alternative materials as part of our journey towards a sustainable future of packaging.”
The bottle is part of a wider pledge by the Absolut brand to reduce the impact of its packaging on the environment by 2025. It is aiming to ensure all its primary packaging is 100% recyclable, compostable, reusable and/or bio-sourced.
