Food and Beverage Business
Packaging

Diageo Trials Paper-Based Bottle for Baileys Irish Cream Liqueur

Diageo Trials Paper-Based Bottle for Baileys Irish Cream Liqueur beverage packaging, food and drink packaging, food and drink sustainable packaging, paper, Recyclability, Resource Efficiency Food and Beverage Business

Diageo, a leading producer of beverages including Johnnie Walker Scotch Whisky, Don Julio Tequila, and Guinness, has announced new plans to trial paper-based packaging for their Baileys, the Original Irish Cream Liqueur product.

In collaboration with PA Consulting, as part of the Bottle Collective with PA and PulPac, Diageo is testing a Dry Molded Fiber bottle that is 90% paper, with a thin plastic liner and a foil seal. This innovative packaging is designed for recycling in standard paper streams and does not require consumers to separate the plastic liner from the paper bottle when disposing of it.

The trial will involve 2,000 bottles of Baileys in mini format (80ml) at Time Out Festival in Barcelona, Spain, from 25 – 26 May. This marks Diageo’s first consumer-facing trial with paper-based bottles and will assess the bottles’ journey from Ireland to Barcelona, consumer interaction with the material, and their understanding of the sustainability credentials of the paper bottle.

Ewan Andrew, President of Global Supply Chain & Procurement and Chief Sustainability Officer at Diageo, stated: “When it comes to our packaging, we’re focusing on progress over perfection, adapting to evolving consumer needs and technological advancements. We believe in using design and innovation to offer premium products that also meet sustainability needs.”

Consumer demand for more sustainable food and drink packaging is on the rise, with 68% expressing interest in buying more sustainably. However, only 12% actually do due to various barriers. Diageo is working to bridge this gap by developing sustainable products through innovation and effective marketing strategies that communicate the sustainability benefits to consumers.

Diageo has implemented frameworks and tools to support their sustainability goals, including an environmental CLAIMS checklist based on CMA guidelines and LCA assessment tools to ensure clear communication of sustainability credentials to consumers.

Jamie Stone, Design and Innovation Expert at PA, mentioned: “We are excited to see the launch of Diageo Baileys Minis in the consumer market. Dry molded fiber bottles set new standards for sustainable packaging and have immense potential for future innovations in this field.”

Diageo is exploring paper-based formats across their wider portfolio and collaborating on various sustainable packaging initiatives. They are committed to reducing their environmental impact and improving sustainability across their operations.

For more information on Diageo’s sustainability commitments and initiatives, visit Diageo’s ESG commitments in Society 2030: Spirit of Progress.

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