SUSTAINABILITY
PAPER-BASED BOTTLES ABSOLUT
ABSOLUT SUSTAINABILITY
P
ABSOLUT HAS BEGUN THE ROLL OUT OF A PAPER-BASED, FULLY RECYCLABLE BOTTLE, WITH AN INITIAL RUN OF 2,000 IN THE UK AND SWEDEN.
ernod Ricard is trialling paper-based bottles for its Absolut brand as part of an ongoing global sustainability programme. An initial batch of 2,000 bottles is being rolled out from this week in the UK and Sweden. The prototype bottle is 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 normal Absolut glass bottle already uses 47% recycled glass, but the paper prototype is the brand’s first step to achieving a fully bio-based bottle able to contain spirits. The brand’s ultimate ambition is to meet the Ellen MacArthur Foundation target of ensuring all primary packaging is 100% recyclable, compostable, reusable and/or bio-sourced. The project is a collaborative initiative with the Paboco pioneer community, which includes a number of industry leaders in the FMCG sector. 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 limitededition 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
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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.”
