Diageo, the renowned spirits giant, has taken a bold step toward sustainable innovation with the creation of a 90% paper-based 700ml bottle for Johnnie Walker Black Label. This new packaging will first be trialled exclusively in the on-trade, starting at the 1820 Bar in Johnnie Walker Princes Street, Edinburgh, Scotland.

 

Key Highlights:

  • Partnership & Innovation: Diageo collaborated with PA Consulting and PulPac under the Bottle Collective initiative to create this innovative packaging.
  • Sustainability Focus: The bottle’s composition is 90% paper with a thin plastic liner, resulting in a packaging solution that’s approximately 60% lighter than traditional glass bottles.
  • Carbon Reduction: Early life-cycle analysis reveals that the paper-based bottle could reduce carbon emissions by 47% compared to the standard Johnnie Walker Black Label glass bottle.
  • Recycling Features: The plastic liner inside the bottle is designed for ease of recycling without disassembly. However, the stopper used in this trial is not yet recyclable, though alternative options are in development.
  • Feedback & Future Developments: Diageo and its partners will collect feedback from bartenders and the public during the trial phase to refine the design further and shape the future of sustainable packaging.

Industry Impact:

  • Leading the Way in Premium Spirits: According to Jennifer English, Johnnie Walker’s global brand director, this initiative is a significant step in the brand’s ongoing commitment to sustainability. “We are pioneering new packaging solutions and shaping the future of the industry,” she said.
  • Technology Innovation: Jamie Stone from PA Consulting emphasized the groundbreaking potential of PulPac’s Dry Molded Fiber technology, which provides a sustainable and cost-effective alternative to traditional packaging.

Broader Sustainability Goals:

  • Diageo intends to expand the use of paper-based formats across the broader Johnnie Walker portfolio, furthering their commitment to carbon reduction.
  • Earlier this year, Diageo trialled a paper-based mini bottle for Baileys (80ml) in Barcelona, and introduced the lightest glass whisky bottle in the world for Johnnie Walker Blue Label Ultra.