Pernod Ricard’s UK division is preparing a consumer-facing trial of a paper-based bottle for its Absolut Vodka brand.
The project, which runs for three months, will see the pack on the shelves of multiple retailer Tesco in the Greater Manchester area. Consumers will be able to dispose of the 50cl bottle in their paper recycling.
The hope is for the packaging to “complement” Absolut’s glass bottle offering in the UK rather than replace it.
Pernod Ricard’s The Absolut Co unit has been a partner in Denmark-based company Paboco with The Coca-Cola Co, Carlsberg and L’Oréal since 2019. Prior to unveiling a paper bottle for the Absolut Mixt RTD extension two years ago, the venture developed a wood fibre and plant-based pack for Carlsberg that was trialled in several Western European markets 12 months ago.
“The trial aims to gain insights from consumers, retailers and supply chain partners to inform the next steps on Absolut’s innovation journey towards a commercially viable, fully bio-based bottle,” said Pernod Ricard UK this week. “Absolut will test how the paper-based bottle transports and how consumers perceive it.”
The Absolut Co has set 2030 as the target date for achieving carbon neutrality for its namesake brand.
