Pernod Ricard Vodka company Absolut will start prototype trials for a new paper bottle in the UK and Sweden later this month in the next step towards sustainability.
The paper bottle prototypes will be tested with two products, Absolut Vodka (40% ABV) and Absolut Mixt (4% ABV) and will be launched initially in the UK and Sweden.
The bottles are made with 57 per cent paper and 43 per cent recycled plastic, and are themselves recyclable. The first production run is set to go into testing this November; if successful, TAC will start work on a fully bio-based bottle – its ultimate goal.
Niclas Appelquist, innovation director of future packaging at Absolut, said, “We’ve taken a concept and created a real-world prototype that is planned to be in controlled consumer testing in a matter of months.
“Our sustainability strategy is making a commitment to a fully circular process, and the rollout of our prototype is a step in the right direction toward that goal.”
The company will incorporate customer feedback into the second pilot scheduled for next spring. Danish beer company Carlsberg announced a paper bottle in 2019 and other beverage companies like Pepsi have taken steps to reduce plastic in their bottling processes. Johnnie Walker announced that they would introduce a paper bottle in spring 2021.