Carbon accountability, paper & recycled labels shape alcohol packaging trends

For alcohol packaging companies, sustainability claims are shifting from brand differentiation to an essential requirement in line with evolving consumer expectations. We speak with Frugalpac, PulPac, and UPM Adhesive Materials to explore how the packaging experts rethink materials, transportation, and energy use.

Malcolm Waugh, CEO at Frugalpac, tells Packaging Insights: “Technology is the bridge between sustainable ambition and industrial reality. It makes sustainability practical by cutting transport miles, shortening supply chains, reducing emissions, and giving brands control over production.”

“Alcohol brands have an opportunity to lead the sustainability agenda in packaging. This is a highly visible and influential sector and changes made here ripple across the wider F&B industry.”

“Technology can make alcohol packaging dramatically more sustainable. The brands that act early will set the standard for the entire sector.”

He asserts that the alcohol packaging industry is moving toward a landscape defined by “carbon accountability.”

“Producers will be expected to know and reduce the footprint of every component in their packaging. Materials that are low-carbon, recycled, and circular will become the norm, not the exception.”

From glass to paper

PulPac’s paper bottle for Johnnie Walker is 90% paper and around 60% lighter than its glass equivalent (Image credit: PulPac).Waugh highlights Frugalpac’s Frugal Bottle Assembly Machines that allow producers to manufacture paper bottles in their own facilities with minimal training, low energy use, and a footprint said to be “far smaller” than traditional glass production.

“The future is on-site or near-site bottle manufacturing — responsive, efficient, and low-carbon. Technology is finally enabling the circular economy that the industry has talked about for years.”

He further points out that EPR is reshaping cost structures. “As fees rise for carbon-intensive materials like heavy glass, paper bottles increasingly match glass on price. With wider adoption of our Frugal Bottle Assembly Machines, we expect paper bottles to become cheaper than glass in the near future.”

Sanna Fager, chief commercial officer at PulPac, also compares the environmental footprint of paper to glass for alcohol packaging. “There’s no one-size-fits-all answer, but our trial paper bottle for Johnnie Walker shows real promise.”

“The bottle is 90% paper, around 60% lighter than its glass equivalent, and early external LCA results indicate up to a 47% potential carbon reduction. The liner protects the product and may self-separate during waste handling, and it keeps product contamination away from the fibers so they can be effectively recovered.” 

Fager adds that PulPac’s paper bottles are designed for curbside recycling in the intended markets, and expects future formats to reach higher paper ratios — up to 95/5.

Waugh says that the next phase for Frugalpac is expanding paper-based packaging into more categories, supporting more global producers, and “continuing to prove that sustainability and commercial performance can go hand in hand.”

“We anticipate more localized production, stronger retailer pressure to move away from heavy glass, and rising consumer demand for credible environmental claims.”

Emerging label materials

UPM Adhesive Materials foresees continued demand for labels with recycled content (Image credit: UPM).Stefano Pistoni, senior manager of Business Growth, Wine & Spirits for EMEIA at UPM Adhesive Materials, tells us that he foresees a continued demand for labels with recycled content that can match the performance of virgin materials, such as strong adhesion, wet opacity, and embossability.

“Producers will increasingly rely on suppliers who can offer credible, sustainable options, while still delivering the premium look, texture, and performance required in challenging alcoholic beverage applications.”

“Ultimately, premium alcohol packaging today is not defined by aesthetics alone. A true premium experience is the combination of visual and tactile appeal with strong technical functionality and credible sustainability.”

He says that labels must withstand the full lifecycle from converting and high-speed application to refrigeration, moisture, and ice bucket exposure, while still delivering brand impact on-shelf.

“Due to advances in material innovation, producers no longer have to compromise on sustainability, aesthetics, or performance. It is now possible to improve the environmental impact of labels and alcohol packaging while still delivering the quality and shelf appeal that drive consumer engagement and sales.”

Eco-forward labeling

The demand for sustainable options for alcohol packaging is a key trend driven by regulatory developments and shifting consumer expectations.

“According to research, 57% of global brand owners rank ‘recyclable or recycled content’ among their top three packaging priorities. In tandem, the environmental impact of alcoholic beverage packaging is gaining attention,” says Pistoni.

He points out that although labels are a small component of the full packaging, they play an important role in enhancing packaging sustainability and circularity.

Frugalpac says paper bottles are increasingly matching glass on price (Image credit: Frugalpac).“During the past few years, UPM has witnessed a shift toward resource-optimized and recycled content labels in the wine and spirits end-use. The company’s sustainable label materials uphold the same performance and aesthetic standards as conventional options.”

Frugalpac’s Waugh asserts: “Sustainability has moved from a ‘nice to have’ to a core commercial driver. Producers face rising pressure from consumers, retailers, and regulators to cut the carbon impact of their packaging, and younger drinkers are accelerating this shift.”

Engaging younger consumers

Design and storytelling are also important, particularly to younger audiences who value responsibility, innovation, and provenance, continues Waugh.

“Frugalpac stands out with its cultural alignment through live music and festivals. Frugal Bottles have been increasingly used at major music events in the UK and Australia, where sustainability is central to event operations.”

“These events attract large Gen Z and Millennial audiences, reinforcing that low-carbon packaging resonates strongly with how younger consumers want to experience brands.”

He argues that the shift is clear: “The next generation of drinkers expects sustainability as standard. Brands that offer low-carbon alternatives like the Frugal Bottle are better positioned to win loyalty, relevance, and on-shelf appeal.”