SPAIN – Beverage giant Diageo has initiated trial for its iconic Irish cream liqueur brand Baileys by introducing paper-based packaging, marking the company’s first consumer-facing paper bottle test.
This innovative packaging, made from molded cellulose-fiber pulp with an inner plastic liner and a foil seal, is part of Diageo’s broader efforts to enhance sustainability.
The trial involves 2,000 mini 80ml Baileys bottles and will debut at Spain’s ‘Time Out Festival’ in Barcelona.
This initiative aims to evaluate the durability of the paper bottles during transportation from Ireland to Spain and gather consumer feedback on the new packaging format.
Diageo is considering expanding the use of paper formats across its entire portfolio.
This trial is conducted in collaboration with the sustainable packaging consortium, the Bottle Collective, PA Consulting, and Swedish dry molded fiber packaging producers PulPac.
Jaime Stone, a design and innovation expert at PA, expressed enthusiasm about the project: “We are delighted that the Diageo Baileys Minis are now hitting the consumer market. Dry molded fiber bottles are a huge step forward, setting new standards in the world of more sustainable packaging.”
Stone highlighted the potential of PulPac’s dry molded fiber technology, noting its water-saving, energy-efficient, and recyclable qualities.
Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer, Diageo commented: “When it comes to our packaging, we’re taking an approach of progress over perfection, knowing our packaging will need to evolve along with consumer needs and technological advancements.
The consumer is becoming more sustainability savvy and we believe we can meet that need using our design and innovation to bring premium products and more sustainable solutions together.”
This paper bottle trial follows another significant packaging innovation for Baileys earlier this year. In March, Diageo introduced aluminium bottles for Baileys, producing over 30,000 units.
These bottles are being sold through duty-free retailer Heinemann and German grocer REWE. The aluminium bottles, available at airports in Amsterdam, Frankfurt, and Copenhagen between April and June, are five times lighter than traditional glass bottles and are expected to reduce carbon emissions by 44%.
Diageo’s sustainability goals include increasing the recycled content in its packaging to 60 percent and reducing the total weight of its packaging by 10 percent.
Additionally, the company aims to ensure that 100 percent of the plastics it uses are designed to be widely recyclable, reusable, or compostable by 2025. Packaging currently accounts for one-third of Diageo’s Scope 3 carbon footprint, highlighting the significant impact of these initiatives.
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