The latest version is 57% paper with a plastic lining. It was developed as part of the Pabobco bottle initiative, which also includes brands such as Coca-Cola Company, Carlsberg, Procter & Gamble and L’Oréal.
The plastic barrier layer inside the paper bottle is recyclable, according to Absolut. Consumers need only separate the layers and place in the appropriate recycling bin.
The latest bottle is the first to contain vodka—previous versions contained mixed drinks with far lower alcohol content—and also the first to be available on store shelves. Prior launches were limited to festivals in UK and Sweden.
“This is a step closer towards our vision of a fully bio-based bottle,” says Elin Furelid, Director of Future Packaging at Absolut. “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.”