For years, brands have engaged in an environmental battle over packaging. Many global brands are shifting from plastic or glass to recycled materials. A notable example is Absolut vodka, owned by Pernod Ricard, embarking on a journey to create 100% bio-based bottles. It aims to be the first global spirits brand commercially selling single-mold paper bottles and has initiated a three-month trial at Tesco in the UK.

The 500ml bottles, priced at £16, are made with 57% paper and a recyclable plastic barrier. The Greater Manchester area was chosen for its recycling facilities. Absolut emphasizes the lighter and more transport-friendly nature of paper bottles compared to recyclable glass. The design, inspired by apothecary material, aims to complement rather than replace the glass bottle.

The trial seeks feedback from consumers, retailers, and supply chain agents to optimize Absolut's innovation strategy. It explores how paper bottles are transported and perceived by consumers, using 40% alcohol Absolut vodka. Developed with Paboco (The Paper Bottle Company) and a global brand community, including The Coca-Cola Company, Carlsberg, P&G, and L'Oréal, this marks the first commercial sale of paper bottles by an international spirits company.

Elin Furelid, Director of Future Packaging at Absolut, highlights the exploration of packaging with a distinct value proposition, emphasizing the tactile, beautiful, authentic, and lightweight nature of paper. It's not just an idea; it's an invitation for consumers and partners to join the journey toward a more sustainable future, developing packaging solutions aligned with people's desires and the world's needs.