UK – Diageo, the renowned maker of Don Julio Tequila and Smirnoff Vodka, has taken a significant step forward in its sustainability efforts by launching a trial of a 90% paper-based bottle for its iconic Johnnie Walker Black Label Scotch whisky.
This marks the company’s first trial of a paper-based 70cl bottle in the on-trade, created in partnership with PA Consulting as part of the Bottle Collective, alongside PulPac.
The trial aims to assess the bottle’s performance in a bar environment, examining how bartenders interact with and pour from it.
The design retains Johnnie Walker’s signature square shape but introduces unique facets cut into the sides and embossing of the Striding Man logo, enhancing the bottle’s premium appeal.
Diageo has produced 250 of these paper-based bottles, which will be tested in select bars until mid-October.
While customers can observe the bottles behind the bar, they will not be available for purchase.
Jennifer English, Global Brand Director for Johnnie Walker, expressed the company’s commitment to innovation, stating, “We are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design our customers expect from us, but to do so in a way that reflects our sustainability ambitions.”
The paper-based bottle consists of 90 percent paper with a thin plastic liner, designed to be easily separated during the recycling process.
The new bottle is approximately 60 percent lighter than its glass equivalent, with a life cycle analysis showing a potential reduction in carbon emissions of up to 47 percent.
Notably, the plastic liner is not bonded to the outer paper layer, simplifying the recycling process without requiring consumer or bartender disassembly.
While the stopper used in this trial is not yet recyclable, Diageo is actively developing alternative solutions.
The company has emphasized that recycling capability will remain a key focus as they continue to refine and develop future versions of the paper-based bottle.
This trial follows the successful test of a Baileys paper-based mini bottle (80ml) earlier this year, which used similar Dry Molded Fiber technology at the Time Out Festival in Barcelona.
Diageo has also made strides in lightweighting glass with the recent introduction of the limited-edition Johnnie Walker Blue Label Ultra, the world’s lightest whisky bottle at just 180g.
In addition to paper-based packaging, Diageo has also explored aluminium bottles for Baileys and partnered with ecoSPIRITS to implement refillable packaging for brands such as Gordons gin, Captain Morgan rum, and Smirnoff vodka, further cementing its commitment to a more sustainable future in the spirits industry.
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