Absolut starts paper bottle trial

Absolut's paper bottle

Premium vodka Absolut has started rolling out a prototype paper bottle, initially in the UK and Sweden.

The prototype is the brand’s first step to achieving a fully bio-based bottle able to contain spirits. An initial batch of 2,000 bottles will be tested amongst consumers.

The bottles are made 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 normal Absolut glass bottle uses 47% recycled glass and Absolut reuses almost one third of all clear glass recycled in Sweden.

In the UK, the trial sees 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, commented: “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 brand’s ambition is to meet the Ellen MacArthur Foundation target of ensuring all primary packaging is 100% recyclable, compostable, reusable and/or bio-sourced.