Diageo has unveiled a groundbreaking 70cl paper-based bottle for Johnnie Walker, initiating an on-trade trial of this innovative food and beverage packaging.
Developed in collaboration with PA Consulting and in alignment with the Bottle Collective, which includes PulPac, this marks Diageo’s inaugural trial of a paper-based 70cl bottle in the on-trade sector.
The trial commences tomorrow and aims to evaluate bartenders’ interactions with the bottle, including pouring techniques and overall performance in a bar setting. A total of 250 paper-based bottles will be utilized, with the trial projected to continue until mid-October. While members of the public will observe the bottles behind the bar, they will not be available for purchase.
This initiative represents the second paper-based bottle trial from Diageo and PA, following the earlier success of the Baileys paper-based bottle mini format (80ml) trial, which utilized Dry Molded Fiber at the Time Out Festival in Barcelona earlier this year. Drawing on insights from the miniature design, the team has crafted a larger, more intricate shape for Johnnie Walker. Notably, the new bottle design maintains the iconic square silhouette of Johnnie Walker Black Label while enhancing its premium appearance with unique facets cut into the bottle’s sides, featuring embossing of the Striding Man on both the bottle and its closure.
Jennifer English, Johnnie Walker global brand director, states that the brand is “constantly pushing the boundaries of innovation” to deliver not only premium quality and iconic design but also to align with its sustainability goals.
“The paper-based bottle trial for Johnnie Walker Black Label marks a significant step forward in our journey,” English explains. “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’s composition is striking: it consists of 90% paper with a very thin plastic liner. Remarkably, this technology renders the paper-based bottle approximately 60% lighter. Initial external life cycle analyses of the prototype indicate a potential reduction of up to 47% in carbon emissions when compared to the traditional glass bottle for Johnnie Walker Black Label. The bottle closure, developed with PulPac, Setop DIAM, and PA, incorporates a combination of cork and Dry Molded Fiber paper technology similar to that used in the bottle.
Designed with recyclability in mind, the Johnnie Walker Black Label paper-based bottle features a plastic liner engineered to eliminate the need for consumer or bartender disassembly. As it is neither attached nor bonded to the outer paper layer, this design aids recycling facilities in separating materials without disrupting the recycling process. While the stopper used during this trial is not recyclable, alternative solutions are currently in development. Throughout the trial and further advancements in the paper-based bottle design, the capability to recycle will remain a crucial consideration for future iterations as we continue to test, learn, and innovate.
Jamie Stone, design and innovation expert at PA Consulting, expresses enthusiasm about collaborating with Diageo and PulPac to produce these advanced paper-based bottles for Johnnie Walker Black Label. He believes the bottles “break new ground” in packaging design and showcase the potential for significant reductions in carbon emissions while preserving the premium appeal in the drinks market.
“PulPac’s Dry Molded Fiber technology opens up new possibilities for cost-effective, lightweight, less carbon-intensive, and more sustainable packaging,” Stone adds. “We look forward to collecting feedback from bartenders and the public following the market trial, so we can test and refine the bottle and technology further.”
