Vodka brand Absolut will sell its drink in paper bottles in the UK. A project to test how the paper bottle is transported and how consumers perceive it.
The Pernot Ricard-owned brand is developing a 100% bio-based bottle and aims to become the first global spirits brand to commercially sell single-mold paper bottles. So it began a three-month trial to sell its vodka in new packaging at British supermarket chain Tesco.
bottles
The bottles have a capacity of 500 milliliters and will be sold at 22 outlets across Greater Manchester for £16 during the summer. The containers are made from 57% paper with an integrated ban on plastics that can be recycled through normal household waste. As the company explains in a statement, the region was chosen for its facilities and high recycling practice rates.
While regular glass bottles are also recyclable, Absolut points out that paper bottles are eight times lighter and easier to transport. These will retain the current design and the company’s aim is to fill Absolut’s glass bottle, not replace it.
partnership
The initiative was created in partnership with Baboko (The Paper Bottle Company) and its global brand community, which includes The Coca-Cola Company, Carlsberg, B&G and L’Oréal, to work on sustainable packaging. This is the first time an international spirits company has commercially sold paper bottles in stores.
“We are exploring packaging that has a completely different value proposition. Paper is tactile, it’s beautiful, it’s real, it’s light. That was our starting point. But this is not just an idea on paper”, says Elin Furelit, Director of Future Packaging at Absolut. “We want consumers and stakeholders to join us in our journey towards a more sustainable future.”
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