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Johnnie Walker trials paper bottle in on-trade
Diageo has created the first 90% paper-based 700ml bottle for Johnnie Walker Black Label, which will be trialled in the on-trade.
The bottle will be available exclusively at Johnnie Walker Princes Street’s 1820 Bar in Edinburgh, Scotland, to begin with. It marks Diageo’s first paper-based 700ml bottle in the on-trade.
Diageo worked in partnership with PA Consulting to create the bottle, as part of the Bottle Collective with PA and PulPac.
Jennifer English, Johnnie Walker global brand director, said: “We are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design our customers expect from us, but to do so in a way that reflects our sustainability ambitions.
“The paper-based bottle trial for Johnnie Walker Black Label marks a significant step forward in our journey. This test allows us to explore new packaging in the high-intensity environment of the on-trade. We are pioneering new packaging solutions and shaping the future of the industry.”
The bottle’s composition includes 90% paper and a very thin plastic liner. The development means the paper-based bottle is approximately 60% lighter than the traditional glass bottle.
The initial external life cycle of the bottle has been analysed. It shows the paper bottle has the potential to reduce carbon emissions by 47% compared with the Johnnie Walker Black Label glass bottle equivalent.
The plastic lining in the bottle is designed for maximum ease, meaning the user does not need to take the bottle apart for recycling.
The stopper used in the trial is not yet recyclable, but Diageo said alternative options were in development.
“These bottles break new ground in packaging design and shows the potential to significantly reduce carbon emissions, whilst seeking to maintain the elegance, luxury and bottle size expected in the premium drinks market,” commented Jamie Stone, design and innovation expert at PA Consulting.
“PulPac’s Dry Molded Fiber technology opens up new possibilities for cost-effective, lightweight, less carbon-intensive and more sustainable packaging. We look forward to collecting feedback from bartenders and the public following the market trial, so we can test and refine the bottle and technology further.”
Diageo said it would continue to explore paper formats across the wider Johnnie Walker portfolio as it continues to work towards a less carbon-intensive design and production.
Earlier this month, Diageo introduced limited edition Johnnie Walker Blue Label Ultra – the lightest glass whisky bottle in the world.
The new Johnnie Walker bottle follows Baileys’ paper-based mini bottle (80ml) trial in Barcelona earlier this year.