DS Smith and Absolut Vodka launch recyclable fiber-based boxes

DS Smith and Absolut Vodka have introduced a range of recyclable fiber-based corrugated brown boxes for product protection. 

The base of the box is brown, with each Absolut flavor represented using color coding and artwork in recognizable Absolut Vodka typefaces. The box is designed to protect Absolut’s products during transit to customers in stores and outlets or direct to consumers. 

Anton Bengtsson, key account manager at DS Smith, says: “We changed the ink and branding on the exterior of the Absolut Vodka packaging to complement the aesthetic of the new brown boxes.” 

“The solution allows the packaging to withstand pressure and resist crushing, while simultaneously providing effective cushioning for the glass bottles during transit, shipping, and handling.” 

Absolut Vodka previously transported its products in boxes featuring a white glossy coating, which is still in use for some products. 

Recently, Absolut partnered with Blue Ocean Closures to unveil a paper-based bottle and cap duo as part of its progress toward fully biobased packaging. The cap was tested for the first time at the “Absolut The Map” event, where bartenders evaluated its performance in real-world conditions.

Expanding its global reach 

In February 2025, International Paper and DS Smith combined their businesses to establish a “global leader” in sustainable packaging solutions. Packaging analyst Neil Farmer told Packaging Insights that the deal allowed DS Smith to continue its strong presence in Europe while benefiting the company with opportunities in North America.

DS Smith’s offerings include fiber-based solutions for personal care, beverages, and automotive parts. 

It recently supplied Lalique Beauty with folding boxes and inserts for the launch of its home fragrance collection, Tales of Light. Meanwhile, DS Smith also unveiled the Fiber-Based Automotive Chassis Packaging Solution for the automotive tier suppliers’ sector in Iberia.