A WHISKY bottle made with 90% paper is to be trialled in the hopes of assessing how it could be used in the industry going forward.
Diageo, the maker of Guinness, Don Julio Tequila and Smirnoff Vodka, is behind the trial for Johnnie Walker Black Label exclusively at Johnnie Walker Princes Street’s 1820 bar in Edinburgh.
Created in partnership with PA Consulting, as part of the Bottle Collective with PA and PulPac, this is Diageo’s first paper-based 70cl bottle trial in the on-trade.
The trial begins September 25 and will assess how bartenders interact with and pour from the bottle as well as how the bottle fares in a bar environment.
A total of 250 paper-based bottles are to be used with the trial expected to run until mid-October.
Members of the public will be able to see the bottles in use behind the bar, but they cannot purchase one.
This will be the second paper-based bottle trial from Diageo and PA, following the trial of the Baileys paper-based bottle mini format (80ml) trial, using a similar Dry Molded Fiber at the Time Out Festival in Barcelona earlier this year.
Diageo say the design team have taken learnings from the technical aspects of the miniature format, to make a larger shape for Johnnie Walker.
The bottle’s design retains the recognisable square shape of Johnnie Walker Black Label with facets cut into the sides of the bottle and embossing of the Striding Man.
Jennifer English, Johnnie Walker global brand director, 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 trial bottle is made from 90% paper and a very thin plastic liner, resulting in the bottle being approximately 60% lighter.
Initial external life cycle analysis on the prototype showing an up to 47% potential reduction in carbon emissions, compared to the glass bottle equivalent.
The bottle closure was developed in collaboration with PulPac, Setop DIAM and PA and is made from a unique combination of cork and similar Dry Molded Fiber paper technology as the bottle.
The paper-based bottle for this test was designed intending to consider recyclability among other aspects.
Diageo say the plastic liner is designed to not require consumer or bartender disassembly, as it is not attached or bonded to the outer paper layer, assisting recycling facilities to separate without disrupting the recycling process.
The stopper used for trial purposes is not recyclable with Diageo suggesting potential solutions are in development.
Throughout the trial and further development of the paper-based bottle, the recycling capability could be a factor for future versions of the bottle.
Miran Chauhan, Johnnie Walker Princes Street drinks development lead, said: “It’s only fitting that the 1820 rooftop bar at Johnnie Walker Princes Street is the first to trial this groundbreaking design.
“Johnnie Walker Princes Street was designed and developed with sustainability in mind, and we look forward to welcoming guests to visit, speak with our team, and learn more during the trial.”
Diageo and Johnnie Walker say they intend to continue to explore paper formats across the wider portfolio in a bid to reduce their carbon emissions.
This includes an ongoing partnership with Pulpex as they continue to develop and internally test their initial concept paper-based bottle, which is currently in feasibility testing.
The brand recently introduced Johnnie Walker Blue Label Ultra, the word’s lightest whisky glass bottle coming in at 180g without the stopper.
The aim of the experiment was to potentially use the insights gained to attempt to guide future glass lightweighting initiatives.
Other attempts of Diageo’s to reduce its carbon footprint include the launch of a 70cl aluminium spirits bottle with Baileys and removing the cardboard gift boxes with whisky bottles.
