Absolut Vodka Launch Sustainable Spirits Packaging: the Absolut Paper Bottle

Prodigious producer of the UK’s favourite premium vodka, Absolut, has rolled out its remarkable prototype Absolut Paper Bottle, bring eco-friendly alcofrolics to, initially, the UK and Sweden.

The prototype is the brand’s first step to achieving a fully bio-based bottle able to contain spirits, and Absolut will begin by testing an initial batch of 2000 bottles amongst consumers.

Made up of recyclable content – 57% paper and 43% recycled plastic – with the plastic making up a thin layer within the bottle that can be successfully recycled after use, the project is a collaborative initiative with the Paboco® pioneer community, which includes a number of industry leaders in the FMCG sector.

A Sustainable Spirit

In the UK, the trial will see Absolut partner with design-led and sustainability influencers to drive awareness of the prototypes on social media and offer consumers the chance to win a uniquely numbered paper bottle. The influencers are also being challenged to customise a bottle with their own design and create a unique limited-edition item for their followers to win.

Marnie Corrigan, Brand Director at Pernod Ricard UK, comments: “Absolut understands the crucial role we must all play in having a positive impact on the environment. Lasting change takes time and the paper bottle explores alternative materials as part of our journey towards a sustainable future of packaging. In our passion for progression, we are proud to continue our long-standing support and collaboration with the creative industries through commissioning one-of-a-kind bottle designs from rising creatives from across the UK.”

The Paper Bottle is one of many initiatives underway at Absolut with the goal of reducing the environmental impact of its packaging by 2025. The brands’ ambition is to meet the Ellen MacArthur Foundation target of ensuring all primary packaging is 100% recyclable, compostable, reusable and/or bio-sourced. We’ll drink to that!