Absolut has achieved a significant milestone by successfully trialing an industry-first paper-based cap and bottle duo, part of the company’s broader vision for a fully biobased bottle. This innovative cap, developed in collaboration with Blue Ocean Closures (BOC), a Swedish start-up dedicated to reducing plastics through fiber packaging innovation, was first tested at an event in May, where a community of bartenders evaluated its performance.
Historically, Absolut has been committed to advancing its long-term environmental objectives and redefining packaging standards. In 2023, the brand made headlines with the introduction of “Absolut Paper” in partnership with Paboco (Paper Bottle Company), achieving successful trials of single-mould paper-based bottles at selected Tesco stores in the UK.
In line with its commitment to sustainability, Absolut turned its attention to the cap, the final element needed for a complete paper-based packaging solution. Faced with a lack of viable options in the market, Absolut collaborated with BOC to innovate a paper-based cap.
The pioneering design of the cap consists of over 95% FSC* certified fibers, complemented by a thin plastic top-seal barrier. The long-term goal is to replace this plastic with a biobased alternative, ensuring the entire cap is renewable. Currently, the predominantly renewable material cap presents a lower carbon footprint compared to traditional materials like aluminum. Additionally, the cap will be recyclable as paper in regions with effective recycling systems that can separate paper from other materials.
This innovative paper-based cap aligns with Pernod Ricard’s Future of Packaging initiative, which aims to empower both consumers and brands to make more conscious choices regarding their spirit packaging. The cap and bottle combination was initially trialed at the “Absolut The Map” event in May, where bartenders assessed its functionality, handling, and overall impression in real-life scenarios. The next steps include further quality testing followed by a limited market trial.
Commenting on the launch, Louise Werner, Director Future Packaging at Absolut states, “2023 saw the development of the Absolut paper-based bottle, a pioneering initiative that helped us push boundaries towards our fully biobased bottle. However, the final piece of the puzzle remained. Creating real impact is hard, and change can only come about as a collective effort, so we are thrilled to partner with Blue Ocean Closures to help us on the journey.”
Noémie Bauer, Chief Sustainability Officer at Pernod Ricard expresses, “We remain committed to challenging ourselves to drive innovation in sustainability. This new step into the future of packaging highlights our ongoing commitment to minimizing the impact of our products and being transparent about this process – including the trials and the achievements. We aspire to inspire progress throughout the broader food and drink ecosystem, moving us closer to a more sustainable future.”
Lars Sandberg, CEO at Blue Ocean Closures, noted, “We are proud to partner with Absolut Vodka, a leader in packaging innovation, to bring the paper-based cap to fruition. Real change must be a collective effort, and we eagerly anticipate learning from the bartenders’ feedback collected during this trial.”
*FSC – Forest Stewardship Council
