Diageo has created a 100% plastic free paper-based spirits bottle, sustainable sourced. It’ll launch with Jonnie Walker next year.

Jonnie Walker in a Paper Bottle, next year by Diageo.

Diageo has created the its first ever 100% plastic free paper-based spirits bottle, made entirely from sustainably sourced wood. The bottle will debut in early 2021 with Johnnie Walker, the world’s number one in sales.

Yes, I said it, Whisky in a paper bottle! And is not an obscure whisky brand, a very known one, Johnnie Walker. When we talk about sustainable chain of production and process, Whisky isn’t the first to come up to my mind. So this paper Whisky bottle called my attention.

I didn’t even know Diageo had a Sustainability Office! But it does, and has a Chief Sustainability Officer, Ewan Andrew. He said on Twitter, “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.”

Looks like innovation on the alcoholic beverage sector is here to stay. Based on the sustainability demands from the young demo market, wine and mixed beverages can be found in many alternative packages other than glass bottled. Mostly in paper bag-in-box and aluminum cans in varies shapes and forms, has own young people harts. Alex Ledsom, published in May at Forbes “Boxed Wine Sales Surge Around The World And Will Keep Going”. He shows how alternative packages are growing around the world by acceptance of its sustainability and innovation concepts of branding.

Since the 1960’s, paper-based alcoholic beverage packed has changed a lot. Is not synonym of cheap plonk anymore, but an affordable option or just a sustainable alternative package.

About the Spirits paper-bottle

It has been created through a new partnership with Pilot Lite, a venture management company, to launch Pulpex Limited, a sustainable packaging technology company. To ensure that the technology can be used in every area of life, Pulpex Limited has established a partner consortium of world leading FMCG companies in non-competing categories including Unilever, and PepsiCo, with further partners expected to be announced later in the year. The consortium partners are each expecting to launch their own branded paper bottles, based on Pulpex Limited’s design and technology, in 2021.


100% plastic free and expected to be fully recyclable, the bottle is made from sustainably sourced pulp to meet food-safe standards and will be fully recyclable in standard waste streams.  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.

Pulpex Limited’s technology allows it to produce a variety of plastic-free, single mould bottles that can be used across a range of consumer goods. The packaging has been designed to contain a variety of liquid products and will form part of Diageo’s commitment towards Goal 12 of the United Nations Sustainable Development Goals: ‘Responsible Consumption and Production’.

Bag-in-box alcoholic beverage just got in a new level.


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