Absolut Vodka’s “first-ever” commercially available paper spirit bottle sparks claim debate

05 Jun 2023 --- Absolut Vodka is trialing a 500 mL single-mold paper bottle for three months at 22 Tesco stores across Greater Manchester, UK. The paper bottle initiative is part of a broader collaboration with the Paper Bottle Company (Paboco) to develop environmentally sustainable packaging.

Absolut Vodka asserts this is the first paper-based spirit bottle sold commercially in the UK. However, British packaging provider Frugalpac has claimed the press release “isn’t Absolut-ly true.”

Frugal Bottles – made from 94% recycled paperboard – have been commercially available for the last three years and are used by global spirits brands Silent Pool Distillers and Quintessential Brands Group Greenall’s Gin, along with 30 other brands in 22 countries around the world, it details.

Meanwhile, Absolut says its “ground-breaking” test will thrust the company toward carbon neutrality. “In our case we are using a specific technique,” Elin Furelid, director of Future Packaging at The Absolut Company tells PackagingInsights.

“We are creating single-mold paper bottles which means that there is no post-assembly needed. The technique used by Paboco uses as little material as possible and it's the paper that makes the bottle hold up as a bottle. We strongly believe that by putting these bottles on shelf to test and bring consumers on the journey with us, that the insight we gather will foster further innovation, not just for us but for the industry as a whole.”

Frugalpac took to LinkedIn to claim The Absolut Company is joining other brands in "paper bottle revolution."“First-generation” vodka bottle
Absolut Vodka’s single-mold bottles are made from 57% paper with an integrated barrier of recyclable plastic. The trial aims to gain insights from consumers, retailers and supply chain partners to inform the next steps toward a commercially viable, fully bio-based bottle.

Absolut will test how the paper-based bottle transports and how consumers perceive it. Unlike the initial pilots for Absolut Mixt ready-to-drink with low alcohol-by-volume (ABV) of 5%, the pilot bottle will be tested using the higher 40% ABV of Absolut Vodka.

“Manchester’s recycling facilities and high recycling rates make it the perfect location for the test launch,” states The Absolut Company. While the vodka brand’s notable apothecary-inspired design is retained and complemented in the paper bottle, it is reportedly eight times lighter and easier to carry than glass bottles. Absolut believes consumers will use paper bottles for out-of-home occasions such as festivals.

The packaging is reportedly recyclable as paper through regular household waste. However, the packaging industry’s dialogue on Paboco’s commercial director, Michael Michelsen’s social media, raised concerns about the 43% non-paper material.

It was revealed that Paboco used a PEN polymer for the barrier for Absolut Vodka but is looking to use HDPE in future versions. Furthermore, on its website, Paboco details that a paper bottle can reduce emissions by up to 32% compared to solutions currently used.

Charl Bassil, global VP at Absolut, remarks: “Absolut Vodka has a rich heritage of collaborations and partnerships, and the brand is working toward developing packaging solutions that consumers want and our planet needs.”

“Absolut remains committed to a sustainable future in which it continues to mix things up with recyclable lighter paper-based bottles to complement Absolut’s iconic glass bottles. This ground-breaking test takes Absolut a step closer to that becoming a reality.”Absolut Vodka's new paper bottle is the company's step closer to having fully bio-based bottles.

“Paper bottle revolution”
Meanwhile, according to Frugalpac, its Frugal Bottle is five times lighter than a glass bottle and uses six times less carbon and energy to produce and dispose.

Taking to social media, Frugalpac shared The Absolut Company’s press release, saying “it’s great to see you finally getting your paper bottles on the shelf in UK supermarkets.”

“They’ll join our Frugal Bottles with When in Rome and Greenall’s which are already available in Sainsbury’s and Flawless Vodka in Tesco. Welcome to the paper bottle revolution!”

Launched in June 2020, Frugal Bottle is used by over 30 different drinks producers from around the world who have launched 65 different stock keeping units of wines, spirits and olive oils in the Frugal Bottle, the company details.

Furelid adds: “[Absolut Vodka’s new bottle] is a step closer toward our vision of a fully bio-based bottle. We are exploring packaging that has a completely different value proposition. Paper is tactile, beautiful, authentic and light. That was our starting point. But this is not just an idea on paper.”

“We want consumers and partners to join our journey toward a more sustainable future. Together we can develop packaging solutions that people want and the world needs. That’s why bold partnerships with like-minded organizations to test the waters are going to be evermore crucial on our net zero journey.”

By Radhika Sikaria

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