Global spirits company Absolut Vodka has commenced a three-month trial of its first commercially available single-mould paper-based bottles in the UK.
As part of the trial, Absolut Vodka’s 500ml-sized single-mould paper bottles will be available for purchase across the British supermarket chain Tesco’s 22 stores in the area of Greater Manchester.
It will be available throughout the mid-year months and will have a recommended retail price of £16.
Through this three-month-long pilot plan, the company aims to gather feedback and insight from its consumers, as well as the retailers and involved supply chain partners.
The company will receive insights into how paper-based bottles are transported and perceived by customers.
This feedback will help Absolut to decide the next steps of its initiative for a commercially viable, biobased bottle.
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The company stated that the new single-mould bottles are made using 57% of paper and have an integrated barrier of recyclable plastic.
The recycling rates of Manchester’s recycling plants are significantly high, making it an apt location for launching the pilot effort, stated Absolut.
After using the product, customers can easily recycle the packaging as they would with normal paper in their household waste recycling bin.
This effort marks a significant milestone towards the brand’s goal to create and sell fully biobased bottles and further minimise its carbon dioxide emissions.
The test also contributes to Absolut Vodka’s wider initiative in partnership with the Paper Bottle Company (Paboco) and its global brands community comprising Carlsberg, L’Oréal, Coca-Cola Company and P&G.
Under the collaborative effort, the associated partners will work to support multiple drinks and packaging industries to go beyond their usual boundaries in order to embrace sustainable packaging.
Absolut Future Packaging director Elin Furelid said: “We are exploring packaging that has a completely different value proposition.
“Paper is tactile; it’s beautiful; it’s authentic; it’s light. That was our starting point. But this is not just an idea on paper.
“We want consumers and partners to join our journey towards a more sustainable future.
“That’s why bold partnerships with like-minded organisations to test the waters are going to be evermore crucial on our net-zero journey.”