Spirit of circularity: Absolut Vodka launches in paper bottle in UK and Sweden

01 Feb 2021 --- Absolut Vodka is transitioning from glass to the Absolut Paper Bottle in the UK and Sweden, after the Paboco bottle prototype was successfully trialed in the UK in the fall of 2020.

“By exploring new solutions for our packaging, we are simply driving sustainable innovation forward within the bottling industry and challenging the mindsets of both consumers and players across the spirits industry,” Niclas Appelquist, innovation director, future of packaging at Absolut, tells PackagingInsights.

“The ambition for our paper bottle is to create bio-based alternatives to traditional methods of packaging. This particular project is one of many initiatives keeping us on track toward our vision for a fully circular making process that leaves no waste behind.”

The bottle was created in collaboration with Paboco, a company specializing in paper bottles. 

Niclas Appelquist, innovation director, future of packaging at Absolut. Previously, PackagingInsights spoke with Michael Michelsen, business development manager at Paboco, to learn more about the “stepwise” technical approach to creating paper bottles.

Materials and barrier functionality
The new bottle is made of 57 percent paper and 43 percent recycled plastic, the latter making up a thin, recyclable layer within the bottle.

“Our key focus for this prototype is functionality and scalability. We are prioritizing materials and technology that fit into known recycling streams and have the shelf life needed to be a reliable option for us,” Appelquist says

“The prototype bottle has a barrier which is made from a thin layer of recycled plastic, stopping the liquid from leaking. Our aim is to eliminate this barrier completely, which would result in a completely bio-based bottle but building lasting change takes time and our paper bottle is a step-by-step journey towards our vision.”

Absolut’s traditional glass bottles consist of 47 percent recycled glass, considered “world-class” when it comes to clear glass. Moreover, the company reuses roughly one-third all clear glass recycled in Sweden.The Absolut Vodka team has plans for a second paper bottle pilot project in spring 2021.

Second pilot on the horizon
Each stage of production is dependent on the research phase prior, so definite dates for launches in further markets are not yet available, says Appelquist. 

“However, our team has plans for a second pilot project production in the spring of 2021, which will incorporate the learnings from testing that was carried out late last year.”

“The level of innovation we undertake is driven by what consumers expect from Absolut, and they expect us to be at the forefront and to be pushing and leading for more sustainable solutions and circular models.” 

As far as cost is concerned, Appelquist notes these are the questions the company is working to answer in its testing phase. 

“In general, cost is a function of scale, so yes, it will be more costly in the beginning, but this project is not about cutting costs, it’s about finding new and more sustainable packaging solutions,” he highlights.

Paper bottles in high spirits
In the same arena, British multinational beverage alcohol company Diageo unveiled the “world’s first” 100 percent plastic-free, paper-based spirit bottle in July. Made entirely from sustainably sourced wood, the bottle will debut with Scotch Whisky brand Johnnie Walker early this year. The Paboco bottle is made of 57% paper and 43% recycled plastic acting as an internal layer.

Coca-Cola is also working with Paboco to develop a recyclable paper bottle for non-alcoholic stills and sparkling drinks. The “first-generation” prototype consists of a paper shell with a closure and liner made from fully recycled PET. The goal, however, is to create a paper bottle without a plastic liner that can be fully recycled as paper. 

In 2019, chemical technology company Avantium joined the Paper Bottle Project to provide a thin layer of polyethylene furanoate (PEF), giving the bottle high barrier properties. The bottle must be able to withstand gas permeability for beer and carbonated soft drinks. 

Other major companies have also joined the project, including Carlsberg, L’Oréal and Coca-Cola Europe.

By Kristiana Lalou