OUT THE BOX

NOW THAT’S A GOOD IDEA… PLASTIC-FREE PAPER SPIRIT BOTTLE

PAPER PROFITS

DIAGEO UNVEILS THE WORLD’S FIRST PLASTIC-FREE PAPER-BASED SPIRITS BOTTLE, TO BE DEBUTED ON JOHNNIE WALKER FROM EARLY 2021.

WHAT’S THE BIG IDEA?

The world’s first 100% plastic-free paper-based bottle created to hold spirits.

HOW’S IT MADE?

It’s fully recyclable and is made entirely from sustainablysourced wood pulp by a new partnership called Pulpex, a company set up by Diageo and venture management outfit Pilot Lite.

IS IT ACTUALLY GOING INTO FULL-SCALE PRODUCTION?

It will be used for the first time in early 2021 for Johnnie Walker, the world’s number one Scotch whisky.

WHY IS DIAGEO DOING THIS?

The paper bottle forms part of Diageo’s commitment towards Goal 12 of the United Nations Sustainable Development Goals: ‘Responsible Consumption and Production’.

HOW DOES PULPEX WORK?

Essentially, it’s a partnership consortium between some of the world’ biggest FMCG companies from non-competing categories with launch partners including PepsiCo and Unilever, with more to be announced late in the year.

SO WE’LL BE SEEING MORE PAPER-BASED BOTTLES?

Yes, all partners intend to launch their own branded paper bottles based on Pulpex’s technology.

WHAT IS THE PARTNERSHIP HOPING TO ACHIEVE?

The technology will allow brands to rethink their packaging designs, or move existing designs into paper, whilst not compromising on the existing quality of the product.

WHAT ARE DIAGEO SAYING?

Ewan Andrew, Chief Sustainability Officer at Diageo, said: “We’re proud to have created this world first. We are constantly striving to push the boundaries within sustainable packaging and this bottle has the potential to be truly ground-breaking. It feels fitting that we should launch it with Johnnie Walker, a brand that has often led the way in innovation throughout its 200 years existence.”