In line with its efforts to cut down on its packaging’s environmental impact, premium vodka brand Absolut (Pernod Ricard) began trialing its Absolut Paper Bottle in the UK and Sweden late January. It has also unveiled what it describes as its “most sustainable glass bottle yet” made of 60% recycled glass.
The Absolut Company aims to reduce its carbon footprint by 50% by 2030, 30% of which will come from packaging innovations. As a member of Danish company Paboco’s “pioneer community” working to make 100% recyclable and bio-based bottles a reality, Absolut is now testing the Absolut Paper Bottle prototype among UK and Swedish consumers with an initial run of 2,000 bottles.
Absolut’s paper bottle is made of 57% paper and 43% recycled plastic. The plastic forms the barrier layer, which can be recycled after use.
The brand has also launched a limited-edition glass bottle, dubbed Absolut Movement, which it says is its most sustainable glass bottle to date due to its 60% recycled content. Produced in Sweden by glassmaker Ardagh and designed by Swedish agency Frankenstein Studio, the blue bottle is embossed with 16 swirls and the brand logo.
“The swirl design covers 360° of the bottle, including the mold part line. We had to consider the depth of the motif that would allow the molds to release well, while maintaining the design,” comments Maria Persson, NPD Project Manager at Ardagh Group’s Glass Nordic division.
The bottle is available in 700ml, 750ml and 1 liter formats.