Diageo to launch paper-based Whisky bottle in world first

13 Jul 2020 --- British multinational beverage alcohol company Diageo has unveiled the “world’s first” 100 percent plastic-free, paper-based spirit bottle. Made entirely from sustainably sourced wood, the bottle will debut with Scotch Whisky brand Johnnie Walker in early 2021. The launch comes as Diageo announces a new partnership with venture management specialist Pilot Lite to launch Pulpex, an environmentally sustainable packaging technology company.

Pulpex 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’s design and technology in 2021. 

Pulpex has developed a “first-of-its-kind” scalable paper-based bottle designed and developed to be 100 percent 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. 

“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,” comments Ewan Andrew, Chief Sustainability Officer at Diageo.

Potential for numerous applications
Pulpex’s technology allows it to produce a variety of plastic-free, single mold 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.”

“We believe in tackling plastic waste through innovation and collaboration. We are going to halve our use of virgin plastic at Unilever, reducing our use of plastic packaging by more than 100,000 tons in the next five years. Joining forces to develop and test paper bottles is an incredibly exciting step forward, and we’re delighted to be working together to tackle one of the biggest environmental challenges of our time,” remarks Richard Slater, Chief R&D Officer at Unilever.

“Innovative solutions and partnerships are critical to driving meaningful progress toward a circular economy. The Pulpex consortium is well-positioned to deliver sustainable packaging at scale and across industries, having impact beyond what any organization could achieve alone. We’re proud to be a part of it,” says Simon Lowden, Chief Sustainability Officer at PepsiCo.

“We’re thrilled to be working with global brand leaders in this consortium. By working together, we can use the collective power of the brands to help minimize the environmental footprint of packaging by changing manufacturing and consumer behaviors,” adds Sandy Westwater, Director at Pilot Lite.

Eco-centric innovation
The Pulpex technoogy draws parallels to Paboco’s Paper Bottle project in which BillerudKorsnäs, ALPLA and others are collaborating to develop a 100 percent recyclable and biodegradable paper bottle for carbonated beverages. In October 2019, Avantium joined the project to provide a thin layer of polyethylene furanoate (PEF) that gives the paper bottle high barrier properties.

In June, Diageo North America launched a 100 percent recycled PET (rPET) bottle for its Seagram's 7 Crown American whiskey brand across all formats (1.75 L, 750 ml, 375 ml and 200 ml). Diageo expects to achieve a reduction in virgin plastic of almost 1000 tons annually – the equivalent to removing 100 million 500 ml plastic bottles from shelves. The new bottles will be available across the Seagram's 7 Crown range in the US from the end of June 2020, alongside a variety of the brand's glass bottle formats.

Edited by Joshua Poole