In collaboration with PA Consulting as part of the Bottle Collective alongside PA and PulPac, Diageo is launching its first paper-based 70cl bottle trial in the on-trade sector, starting tomorrow. This pivotal trial aims to evaluate how bartenders interact with and pour from the bottle, as well as assess its performance in a bar environment. A total of 250 paper-based bottles will be utilized, with the trial scheduled to run until mid-October. While members of the public will be able to observe the bottles in action behind the bar, purchasing the bottle will not be an option.
This marks Diageo’s second paper-based bottle trial in partnership with PA, following the successful Baileys paper-based bottle mini format (80ml) trial. This earlier initiative, showcasing Dry Molded Fiber innovation, took place at the Time Out Festival in Barcelona earlier this year. Drawing on learnings from the technical aspects of the miniature format, the design team has developed a larger and more intricate bottle shape for Johnnie Walker. The design retains the iconic square silhouette of Johnnie Walker Black Label, while enhancing its premium appeal through unique facets cut into the sides of the bottle and embossing the Striding Man on both the bottle and its closure.
Jennifer English, Johnnie Walker Global Brand Director, states: “We are constantly pushing the boundaries of innovation to not only deliver the premium quality and iconic design our customers expect from us, but to do so in a way that reflects our sustainability ambitions.”
Furthermore, she emphasizes, “The paper-based bottle trial for Johnnie Walker Black Label marks a significant step forward in our journey. This test allows us to explore new packaging in the high-intensity environment of the on-trade. We are pioneering new packaging solutions and shaping the future of the industry.”
The trial bottle consists of 90% paper and a very thin plastic liner. This innovative technology results in the paper-based bottle being approximately 60% lighter, with initial life cycle analyses indicating a potential carbon emissions reduction of up to 47% (1) compared to the traditional glass bottle of Johnnie Walker Black Label. The bottle closure, developed in collaboration with PulPac, Setop DIAM, and PA Consulting, incorporates a unique blend of cork and Dry Molded Fiber paper technology similar to that of the bottle. Notably, the closure is intended solely for trial purposes and does not factor into the calculations.
Designed with recyclability in mind, the Johnnie Walker Black Label paper-based bottle minimizes consumer intervention. The plastic liner remains unbonded to the outer paper layer, facilitating easier recycling by aiding in the separation process for recycling facilities (2). Although the stopper used during this trial is non-recyclable, alternative solutions are actively under development. As the trial progresses, recycling capability will remain a priority for future iterations of the bottle, guiding our continuous testing, learning, and refinement.
Jamie Stone, Design and Innovation Expert at PA Consulting, adds: “PA is delighted to have worked with Diageo and PulPac to produce these paper-based bottles for Johnnie Walker Black Label. These bottles break new ground in packaging design and demonstrate the potential for significant carbon emissions reductions while maintaining the elegance, luxury, and size expected in the premium drinks market.”
Moreover, Stone notes, “PulPac’s Dry Molded Fiber technology opens up new possibilities for cost-effective, lightweight, less carbon-intensive, and more sustainable packaging. We look forward to collecting feedback from bartenders and the public throughout the market trial, allowing us to further test and refine the bottle and its technology.”
Diageo and Johnnie Walker are committed to exploring paper formats across their wider portfolio as a strategy to reduce carbon emissions. This includes an ongoing partnership with Pulpex to further develop and test their initial concept paper-based bottle, which is currently undergoing feasibility evaluations.
In addition to paper-based innovations, the brand has recently unveiled the Johnnie Walker Blue Label Ultra, which is now the world’s lightest whisky glass bottle, weighing merely 180g without the stopper. This remarkable achievement resulted from years of experimentation and innovation, featuring a distinctive teardrop shape, a lattice-styled stopper, and a bamboo frame that effortlessly merges luxury and simplicity. Although Johnnie Walker Blue Label Ultra is primarily a design experiment, valuable insights gained will inform future glass lightweighting initiatives across the Diageo portfolio.
These recent innovations align with Diageo’s ambition to lower its carbon footprint by exploring new and sustainable packaging formats. Noteworthy initiatives include the launch of a 70cl aluminum spirits bottle with Baileys, a global partnership with ecoSPIRITS focused on circular economy technology, and a decision to eliminate cardboard gift boxes from its premium Scotch portfolio to reduce excess packaging.
For further information regarding Diageo, our people, brands, and performance, please visit us at www.diageo.com. For insights into responsible drinking initiatives, visit Diageo’s global resource at www.DRINKiQ.com.
