Diageo, the manufacturer of Don Julio Tequila and Smirnoff Vodka, has launched the on-trade trial of a 90% paper-based bottle for Johnnie Walker Black Label.
Starting today (25 September), the pilot will be conducted exclusively at Johnnie Walker Princes Street’s 1820 bar, in Edinburgh, Scotland, UK.
The testing, which will see the use of 250 bottles, aims to evaluate the performance of the bottle in a bar setting and will run until the middle of next month.
Johnnie Walker Global brand director Jennifer English said: “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.
“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 bottle, developed in partnership with PA Consulting, retains Johnnie Walker’s signature square shape and features unique design elements such as embossed branding.
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By GlobalData
The solution comprises 90% paper and features a very thin plastic liner, making the paper-based bottle approximately 60% lighter and could potentially reduce carbon emissions by up to 47% compared with the equivalent Johnnie Walker Black Label glass bottle.
Meanwhile, Diageo developed the bottle closure in partnership with PulPac, Setop DIAM, and PA by combining cork and similar Dry Molded Fiber-based paper technology as the bottle.
This closure, created only for the trial, is not recyclable.
Diageo’s latest sustainable packaging initiative is part of its larger goal to cut carbon footprint by exploring new packaging formats.
The company also launched a 70cl aluminium spirits bottle with Baileys and removed the cardboard gift boxes in its premium Scotch portfolio.
Recently, Diageo introduced Johnnie Walker Blue Label Ultra, which is claimed to be the lightest whisky glass bottle on the market at just 180g without the stopper.
In July this year, the company unveiled its Johnnie Walker x Scott Naismith collaboration, which uses generative AI to enable guests to personalise their own bottle of Johnnie Walker Blue Label.
