Premium vodka brand Absolut has rolled out its prototype Absolut Paper Bottle in both 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 said it will begin by testing an initial batch of 2,000 bottles amongst consumers.
The prototype is made up of recyclable content – 57 per cent paper and 43 per cent 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 per cent recycled glass, and Absolut reuses almost one third of all clear glass recycled in Sweden.
The project is a collaborative initiative with the Paboco pioneer community which includes a number of industry leaders in the FMCG sector.
With the aim of driving sustainable innovation in the bottling industry, Absolut and the Paboco partners said they seek to challenge the mindsets of both consumers and players across the spirits industry, by creating a sustainable alternative to traditional methods of packaging.
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.
Pernod Ricard UK brand director Marnie Corrigan said, “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 Bottles 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 per cent recyclable, compostable, reusable and/or bio-sourced.