Fresh off revealing the world’s lightest 70cl glass whisky bottle, Diageo have announced a trial of a paper-based bottle at their Johnnie Walker Princes Street venue.
250 bottles of Johnnie Walker Black Label crafted from 90% paper have been produced exclusively for their 1820 Bar. The trial will assess how bar staff interact with and our from the bottles and how the recycling process works for the bottles, among other elements.
Following a similar trial involving mini paper-based bottles of Baileys at Barcelona’s Time Out Festival earlier this year, this will be the first trial of the innovative bottles in the on-trade.
The bottles have been created in partnership with PA Consulting and PulPac, whose pioneering Dry Molded Fiber technology is at the centre of this product. Taking the lessons from the Bailey’s test, the design team have upscaled the technology to craft the paper-based bottles to match Johnnie Walker’s iconic shape and presentation.
At 90% paper with a very thin plastic inner liner, the bottles are approximately 60% lighter than the standard glass Johnnie Walker bottles. Importantly, there is the potential for a 47% reduction in carbon emissions (though this estimate is still subject to further testing). The bottles are also incredibly recyclable; the plastic lining is not bonded to the outer paper, making them easier to separate and recycle efficiently.
The trial will being on 25th September and is expected to run until mid-October. Die-hard Johnnie Walker fans may be left disappointed, however, as all 250 bottles are being used exclusively for the trial. As such, none will be made available to the public. If the trial is successful, we may see the paper-based bottles become the norm in the future!
Johnnie Walker Global Brand Director Jennifer English, spoke of the new bottles: “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.”
Jamie Stone, Design and Innovation Expert at PA Consulting, adds: “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.”
For more information on paper-based bottles, watch the video linked below. And if you want to find out more about Johnnie Walker’s lightest ever glass whisky bottle, check out out previous article “What a Lightweight! Iconic Blend Launches 'Ultra' Light Bottle”.
