Diageo has revealed a first-of-its-kind 90% paper-based bottle for Johnnie Walker Black Label for a trial set to take place at the 1820 Bar within Johnnie Walker Princes Street in Edinburgh. The initiative marks the first time the paper-based 70cl bottle will be tested in the on-trade, with a total of 250 bottles used in the trial, which is expected to run until mid-October. The trial represents a significant move in Diageo’s ongoing efforts to develop environmentally friendly packaging solutions, with the results of this test expected to inform future product innovations.
Developed in collaboration with PA Consulting and PulPac under the Bottle Collective initiative, the trial will assess the bottle’s practicality in a bar setting and evaluate how bartenders interact with the bottle and how well it performs under typical bar conditions. Although customers will be able to observe the bottle in use behind the bar, it will not be available for purchase during the trial.
The initiative follows the successful Baileys paper-based mini bottle trial, which used similar Dry Molded Fiber technology at the Time Out Festival in Barcelona earlier this year. Drawing from the learnings of that project, Diageo has designed the larger, more complex 70cl bottle to retain the signature square shape of the Johnnie Walker Black Label bottle, while also incorporating the brand’s iconic 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 bottle, made from 90% paper with a thin plastic liner, is approximately 60% lighter than the glass equivalent, and early life cycle analysis suggests it could reduce carbon emissions by up to 47%. The closure for the bottle, developed with PulPac, Setop DIAM, and PA, features a cork-like design using similar Dry Molded Fiber technology. However, the stopper is non-recyclable, with future alternatives currently under development. Diageo says that it will continue to explore further improvements in the bottle’s design to ensure the entire packaging solution is as sustainable as possible.
Jamie Stone, Design and Innovation Expert at PA Consulting, said, “PA is delighted to have worked with Diageo and PulPac to produce these paper-based bottles for Johnnie Walker Black Label. These bottles break new ground in packaging design and shows the potential to significantly reduce carbon emissions, whilst seeking to maintain the elegance, luxury, and bottle size expected in the premium drinks market.
“PulPac’s Dry Molded Fiber technology opens up new possibilities for cost-effective, lightweight, less carbon intensive and more sustainable packaging. 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.”
