In the United Kingdom and Sweden, the first rollout of paper bottles from the iconic vodka brand Absolut have hit liquor store shelves.
The bottles are actually made from a mix of paper and recycled plastic and are the first step toward a fully biobased spirits bottle, says Pernod Ricard, the French owner of the Absolut brand, told Harpers.
“Absolut understands the crucial role we must all play in having a positive impact on the environment,” says Marnie Corrigan, brand director at Pernod Ricard UK. “Lasting change takes time and the paper bottle explores alternative materials as part of our journey towards a sustainable future of packaging.” The plastic forms the inner layer of the bottles, and can be recycled. Just 2,000 bottles will be included in the initial rollout.
Harpers noted that major liquor brands Diageo and Bacardi have also been working towards sustainable packaging. Diageo is planning to launch a completely paper bottle for its Johnnie Walker brand in 2021, while Bacardi is targeting a home-biodegradable bottle for its libations.